With rising disposable incomes, increased urbanisation, and the resurrection of new home development in Tier 1 and 2 cities, India's decorative lighting market is rapidly developing. Signify Innovations India (formerly Philips Lighting) has released a new TVC for its decorative lights section called "beauty that moves you." The marketing tagline emphasises how these decorative lights not only add beauty and brighten up the ceilings and corners of your house, but also elevate and brighten up your mood, according to Nikhil Gupta, Head of Marketing & Integrated Communications and Commercial Operations, South Asia, Signify. "Our campaign TVC brilliantly portrays the beautiful beauty of each ornamental light and how it affects the overall ambiance of the physical environment," he continues. The goal of the TV commercial is to get people to go to Philips smart light hubs and try out this exclusive line of items."
The epidemic has hastened a shift in consumer behaviour, with more people devoting time, effort, and money to developing and customising their unique corners/workspaces, with lighting being one of the most important design items on their checklist. "Essentially, the buyer seeks designs that complement their home design language and taste in this area," Gupta explains. Simultaneously, this market is clogged with unorganised companies selling unbranded products with questionable trustworthiness. Organized players, such as ourselves, provide not only a diverse choice of designs, but also added benefits such as product reliability, warranty, and installation assistance. These can be extremely useful to end users, especially given the greater ticket size and longer product replacement term."
Sanya Malhotra, the recently chosen brand ambassador, appears in the 50-second TVC. "Sanya Malhotra is one of the most bright and accomplished performers of our generation," Gupta said of Malhotra and Signify's synergy. She is a model of a self-made performer, incredibly flexible and well-liked by critics and the general public. It was an easy decision to bring Sanya on board as a brand ambassador. Sanya suited the description wonderfully as a brand ambassador who could bring a youthful and fresh spirit to the brand."