A refreshing breeze

By: | Published: October 3, 2017 12:34 AM

Luminous’ latest TVC for its range of fans is gripping and delivers a good dose of laughter. But will being cheeky alone help the brand grab attention?

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The Ad
With a quirky narrative, the ad film from Luminous Fans, Nazar Uthao, captures the ongoings in the life of a couple that spends most of their time glued to their electronic gadgets (mobile, tablet, etc) without realising the essence of special moments like their marriage, the birth of their first child, etc. This is highlighted through funny instances like the husband being so glued to his phone that he doesn’t realise that it is the maid who hands him his office bag and he hugs her instead of his wife, while the wife is hooked onto her phone all this while as well. Brand ambassador Sachin Tendulkar, standing beneath Luminous Fans, then stresses on the need to look up and see how beautiful life (and the fan) is.

Target Audience
30-45 year-olds in the SEC A, B (NCCS A) segment.

Business Objective
To build brand awareness and associate the company with a beautiful, good looking range of fans.

The Appeal
3 Functional 3 Emotional
7 Sensorial

The ad film builds brand relevance and connects with viewers through a comical storyline showcasing various incidents in a couple’s life. It also manages to bring out the functional aspect of the product by showcasing a whole range of its fans in the TVC rather than focussing only on a single design.

Competitive Edge
Given the strong heritage of other players in the category and their product-oriented ads, Luminous stands out by using a relevant social insight without making it seem like a boring sermon on its range of fans. The humour element in the ad makes it not just clutter-breaking but also makes it favourable for a repeat watch.

Tone of Voice
Humorous, cheeky

Verdict
How many times have you paid attention to the design and look of the fan in your house or elsewhere? Definitely not too many times, we think! The latest ad from Luminous Fans ticks a lot of boxes right from creativity to a storyline that arouses curiosity and hooks you on to find out what happens in the end. But the end is disappointing. One wouldn’t exactly think of linking the whole plot back to a fan. The question that one surely asks here — is the brand trying to be cheeky to grab attention?

It highlights the tragic condition of today’s world where people tend to get dependent on technology to a point that they don’t cherish small moments with their loved ones. In fact, this is a theme that has been explored by several brands across categories for quite some time now. However, Luminous does a better job in this campaign compared to its previous communications which were hardly intriguing, to say the least. Interestingly, despite having a brand ambassador like Sachin Tendulkar, unlike other brands Luminous cleverly brings him out only towards the end of the ad. Luminous did not want a celeb to overshadow the key message and uses Tendulkar as the transformer — someone who enables the shift from Jhuki Nazar to Nazar Uthao, which helps the brand in conveying the message better. But is the ad a bit too far-fetched? Oh, definitely.

Rating: 7/10

@chandni_mathur

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