Philips Lighting (Euronext: LIGHT) announced the launch of its ‘Old bulb ko no, Philips TBulb lo’ advertising campaign to unveil its latest product called ‘T Bulb’ in India. The campaign seeks to highlight the unique features of this T shaped bulb.
The new Philips T Bulb offers a wider light throw compared to a regular LED bulb and can be installed in an existing LED bulb socket.
Featuring an ad film conceived by Ogilvy India, the campaign seeks to rejuvenate a low involvement category where purchase decisions are done more by rote than anything else. Through this ad, Philips Lighting urges consumers to break the monotony of old habits and demand more from their light bulb by asking for the new Philips T Bulb. This thought came together in the slogan: ‘Old bulb ko no, Philips T-bulb lo’.
“The new campaign is a significant step forward in our LED differentiation and leadership journey. With increasing LED penetration and adoption, consumers in non-metro smaller towns of India are aware of the benefits offered by LED bulbs and yet they seek improved aesthetics and higher light output that is currently only offered by luminaires. They are a progressive lot who are moving ahead with the times and seek something ‘new’ in their everyday lives. This is the insight reflected in the slogan ‘Old bulb ko no, Philips TBulb lo’, brought alive by our creative partner Ogilvy India in an interesting fashion that will break the clutter in the sea of same looking bulbs” said Ipshita Chowdhury, Director, Marketing Communications.