Increasing disposable incomes, urbanization, and new house development in Tier 1 and 2 cities drive growth in India’s decorative lighting industry. Signify Innovations India (Philips Lighting) released a new TVC for decorative lights. The marketing slogan underlines how these decorative lights add beauty and illuminate your ceilings and corners and elevate and brighten your mood, according to Nikhil Gupta, Head of Marketing & Integrated Communications and Commercial Operations, South Asia Signify. He adds, “Our TVC for this campaign shows the beauty of each ornamental light and how it complements the actual area. The TVC urges viewers to visit Philips’s innovative light centres to see its unique offerings.
More individuals spend time, effort, and cost on building and personalizing their unique corners/workspaces, and lighting is a critical design factor on their checklist. Shares Gupta Consumers want designs that complement their home’s language and taste in this area. In addition, unorganized firms offer unbranded, unreliable items in this sector. Organized players like us provide a broad selection of designs, dependability, guarantee, and installation help. These may be helpful for end customers, given the greater price size and longer replacement duration.
Sanya Malhotra stars in the 50-second TVC. Gupta says Malhotra is one of the most gifted performers of his age. She’s a self-made performer who critics and audiences admire. Sanya was an obvious pick for a brand ambassador. We needed a young, fresh brand spokesperson, and Sanya filled the bill.”
Philips decorative lighting is sold only at Philips Smart Light Hubs. In tier 1 and 2 municipalities, there are more than 25 intelligent light centres. Gupta says, “By visiting these locations, shoppers may see our extensive choice of pendants, chandeliers, table and floor lights.” This series is available solely at Philips Smart Light hubs, but we will sell it online in the future.
The firm sells a broad selection of decorative lighting designs to fit diverse aesthetic languages and adds new items every year. Consumer data and industry trends will inspire new creations.
In the past two years, companies have grasped the need to become digital-first. In 2022, the emphasis will be on producing great brand images via captivating storytelling across numerous channels and analyzing the effectiveness of that narrative using digital tools and analytics. No longer will a great brand sell itself instantly. The Indian market is crowded with new products in every category, and customers are assaulted with marketing messages across channels. It would help if you had the correct news and platform to reach your target audience.
Gupta said Signify’s marketing approach is becoming digital-first due to these developments and rising internet penetration. He says that customers increasingly use the internet to investigate goods and services before purchasing. It’s essential to be on all digital platforms. Our digital marketing costs have increased in 2 years, and we anticipate continuing. We use AR and VR to improve consumers’ online brand experience.
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