MAM
Report on Shemaroo

No-nonsense Signify walks the talk in new IPL campaign

The four ad films promote its EcoLink range of fans and lights.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/04/14/photogrid_plus_1618398022382.jpg?itok=84DG2oip

NEW DELHI: Signify has rolled out a new TV campaign for this year's Indian Premier League (IPL), aimed at promoting its recently launched EcoLink range of fans and lights. 

Instead of emphasising performance over-exaggerated product claims and marketing noise, Signify is trying to win over the audience by highlighting the durability and high performance of the EcoLink product range with this ad campaign. The humorous yet honest campaign has been developed by Publicis Communications and targets consumers looking for no-nonsense and high-performance products. 

The new campaign includes four films; three featuring the fans range and one featuring the LED lights. The campaign will be also supported by a 360-degree integrated communication strategy including digital media and on-ground activation.

The EcoLink fans films depict the story of a young man who switches on the EcoLink fan expecting a level of relaxation that will help him sail through tough life situations such as a job interview, winning a lottery or propositioning a woman for marriage. This scene cuts back to reality where the narrator urges him to come out of his reverie and realise that the fan’s job is only to provide the most effective air circulation thanks to its strong motor. The essence of the narrative is succinctly captured in the tagline, Dumdaar motor wale EcoLink fans. No hawabaazi, just awesome hawa.

The film for EcoLink light bulbs also reiterates this same philosophy and urges the protagonist to focus on the brightness of the bulb instead of expecting it to deliver miracles. The video concludes with the tagline – Dumdaar brightness wali EcoLink Lights. No bright ideas, bas brightest light.

"We are excited about our latest TV advertising campaign to launch our EcoLink range of products. The quirky campaign has been designed keeping in mind EcoLink’s no-nonsense, honest yet hardworking personality and urges consumers to not believe in unsubstantiated and over-the-top marketing claims. With this campaign, we aim to make EcoLink synonymous with powerful performance and capture a piece of our audience’s mind with this clutter-breaking and entertaining narrative," said Signify Innovations India head - integrated marketing & communications, and commercial operations Nikhil Gupta. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620730888936.jpg?itok=SVwhEYsj
Marriott on Wheels brings ‘Good Food = Good Mood’ to your homes

Mumbai: Mood and food have always had an intrinsic relationship. Food is a universal catalyst dictating our attitudes and emotions – from Monday Blues to Throwback Thursdays, our cravings keep our moods alive. Inspired by this thought, Marriott International has created a digital campaign ‘Good...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620723661454.jpg?itok=CRB1T4NS
Health & wellness platform cure.fit rebrands as cult.fit

KOLKATA: Health and wellness platform cure.fit has undergone a rebranding and will henceforth be known as cult.fit. The rebranding will be effective from 11 May and will be reflected across all channels, including its app and social media accounts. Over the past few years, cult.fit has become a...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620723522720.jpg?itok=daCjWncN
Telco gear maker HFCL posts PAT of Rs 84.67 crore in Q4

NEW DELHI: Homegrown telecom gear maker HFCL reported net profit of Rs 86.47-crore for the quarter ended 31 March 2021, a 1.6 per cent increase over the previous quarter's Rs 85.11 crores. In its earnings reports, the company mentioned it will continue to focus on next-generation and 5G portfolios...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620721988070.jpg?itok=H3UXZ5kr
PayTM pledges 100 oxygen concentrators, one oxygen plant for Covid relief

KERALA: Indian e-wallet and fintech company PayTM has pledged to donate 100 concentrators and one oxygen plant for Covid relief efforts in Gujarat. The donations were made to the Corona Sewa Yagna initiative spearheaded by Gujarat governor Acharya Devvrat.  PayTM has donated oxygen concentrators to...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620716582719.jpg?itok=qWI6hjXE
CoinSwitch Kuber assigns digital mandate to HiveMinds

MUMBAI: Hiveminds Innovative Market Solutions has been appointed by cryptocurrency investment platform CoinSwitch Kuber as its digital agency. The account will be handled by the HiveMinds team based out of Bengaluru.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/photogrid_plus_1620715513648.jpg?itok=f7nD0UBE
Starcom onboards Niti Kumar as chief operating officer

NEW DELHI: Media agency Starcom has strengthened its leadership team with the appointment of Niti Kumar as chief operating officer. She will be responsible for client deliverables, revenue growth, and new business development across the agency’s offices. Kumar will report to Starcom India CEO Rathi...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/sudhir_sitapati.jpg?itok=5c5mB4rc
Sudhir Sitapati moves on from HUL, to be replaced by Srinandan Sundaram

NEW DELHI: Hindustan Unilever (HUL) executive director foods and refreshment Sudhir Sitapati is moving on from the FMCG major. He will be replaced by Srinandan Sundaram, currently executive director - customer development. The appointment will be effective 1 July 2021. Sitapati is leaving the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/11/augmented_reality.jpg?itok=F7Dw4fFF
How AR, VR is reshaping the world of advertising and marketing

KERALA: From wall paintings and posters to highly advanced digital medium tools, the world of marketing and advertising has undergone groundbreaking transformation over the years. And now, with the internet at customers' fingertips, marketers are making use of advanced technologies like virtual...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/05/10/photogrid_plus_1620646451370.jpg?itok=qm3hZ37J
BridgeLabz onboards Ravichandran Ashwin as brand ambassador

NEW DELHI: Tech employability incubator BridgeLabz has roped in cricketer Ravichandran Ashwin as its new brand ambassador. Ashwin will represent BridgeLabz in various capacities.

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required