SYSKA LED Lights - New TVC CampaignSYSKA's latest campaign continues the Brand's association with the talented Irrfan Khan. Over the years SYSKA has become a leader in the LED lighting category due to pioneering technology and quality lighting products. This campaign has been created to further substantiate the position of the Brand and its presence can be seen on TV, print and other media.
It was noticed that several players in the category had started aping SYSKA's tone of voice and visual look in their ads. SYSKA, which is one of the most awarded brands in the category, had to continue to differentiate itself from the pack. Therefore, SYSKA decided to focus on the accolades won by them – a claim that no one else could copy. This immediately shifted the focus on SYSKA's superior product quality and showed why SYSKA enjoys the trust of the people.
While the LED category has been growing, it was noticed that many players in the category were selling their LED lights at 'offer' prices, while closer review revealed these lights to be of low quality. Consequently, these players had been affecting the credibility of the category, thus severely affecting the consumers' perception of LED lights. In this ad, SYSKA wanted to educate and warn customers that an 'offer' does not necessarily make for a better product. SYSKA also wanted to tell people that as with everything in life, all LED lights are not created equal. SYSKA LED lights are superior to other lights in the category and the reasons for this superiority are memorably demonstrated via the TVC.