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VMLY&R India creates latest campaign for Luminous Power Technologies

Celebrates Legend Sachin Tendulkar’s long association with the brand

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MUMBAI: VMLY&R India has conceptualised and created the latest campaign for Luminous Power Technologies, featuring the former Indian national cricketer Sachin Tendulkar. This campaign marks the 9th year of association between Luminous and Sachin Tendulkar, as the brand ambassador.

The new campaign called ‘Sachin – Dil Se’ is centered on an interview style film with Sachin Tendulkar. The ‘Dil Se’ campaign includes two video interviews. In the first interview with Luminous Power Technologies MD Vipul Sabharwal, Sachin shares his sense of pride in associating with Luminous. The second interview, in a casual and personal chat with cricket presenter and stand-up comedian Vikram Sathaye, Sachin reveals lesser known facts about his personal life. Be it the secret ingredient to make Sachin style baigan bharta or how he maintained his cool during high-pressure matches, he reveals it all.

Through this campaign, Luminous brings the similarities between values of the cricket legend and the brand which has been one of the prime reasons behind the continuity of the association. Just like Sachin ensured he continuously evolved as a cricket to maintain his supremacy in the sports, Luminous has also has evolved over the last three decades. From being a brand which was hidden behind corridors, Luminous today has become one of the most popular home electrical brands.

The campaign beautifully brings out the personal side of Sachin that builds a strong consumer connect and gives a sneak peek into Sachin’s life – be it his favorite song, dish or the skills he wants to acquire from others. Part of the campaign video also shares anecdotes from his personal life, which is in sync with brand’s campaign – ‘Khusyion ka Ghar’.

Speaking on the launch of Dil Se campaign, Luminous Power Technologies MD Vipul Sabharwal said, “Sachin is a living example of the core values that Luminous stands for - reliability, consistency, longevity and highest standards of integrity. Our association with the cricket legend, entering into its 10th year, has helped us gain immense love from our consumers. We see a great value in him that builds a great brand connect with our end users.”

Commenting on the new campaign, VMLY&R India business director Amandeep Singh said, “Sachin Tendulkar was signed as brand ambassador back in 2010 because there were a lot of synergies – being a leader, reliable, trustworthy and a complete inspiration. The brand wanted to shine a spotlight on this long-term relationship for its channel partners, employees and customers.”

Singh further added, “The main objective of the campaign was to humanise the brand and strengthen the emotional connection Luminous’ customers.”

Luminous Power Technologies is the leading electrical specialist in India having a vast portfolio comprising of Power back up solutions such as Home UPS, Inverter Batteries and Solar Applications to Home Electrical offerings such as Fans, LED lighting, Wires & Switches. Luminous has been in business for 30 years now. It has 7 manufacturing units, more than 28 sales offices in India and presence in over 36 countries. Our 6000 employees serve more than 60,000 channel partners and millions of customers. Our motto has always been Customer Delight through Innovation & Passion with focus on Execution & Team-work.

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