Client Brief

The brief was to create a large-scale annual 360-degree campaign for Syska LED Lights as we have in the past with their brand ambassador, Irrfan Khan.

About Film 1:
Introducing the talented actor Rajkummar Rao as the dashing, new Brand Ambassador, Syska LED draws on the obvious parallels between him and the brand. Through an aptly named Award received as 'LEADING LIGHT', he goes on to explain what that really means, while an array of Syska LED lights are showcased. A name that is an excellent and reliable performer, that wins hearts in every home and is a favourite with millions. True for himself as much as it is, for the trusted brand Syska LED.

Watch it here: https://www.youtube.com/watch?v=4u9g4J92oBs

About Film 2:
We played on the word "cut" as used in theatre acting and with regards to cutting inefficient, environmentally-harmful CFL lights from your life. Don’t let inefficient lights add to your electricity bill! Switch to Syska LED’s efficient, eco-friendly and long-lasting lights.

Watch it here: https://www.youtube.com/watch?v=qF9by1e6zkY

Idea & Execution

We brought on board their new brand ambassador, Rajkummar Rao as the "leading light" of Syska LED. We produced 2 TVCs, shot digital films, designed print ads/POS and launched the campaign across offline and online channels including executing performance marketing and brand PR. The two films reflected the brand ethos while also being in tune with Rajkummar's identity as a leading light in the Bollywood industry.

Result

The country welcomed the new brand ambassador and enjoyed the films thoroughly. The brand saw a spike in its LED sales once again, post-COVID-19.