Rediffusion–Y&R creates unique campaign for Eveready’s Super Bright LEDs featuring Akshay Kumar

Eveready has been in the business of LED products for the past one and half years and has established a comfortable position in this category. It has been offering the brightest range of Eveready LED products that offers maximum quantum of light per watt.

In this time of the IPL fever, Eveready has launched its Super Bright LEDs that gives 120 lumens per watt light output. Rediffusion Y&R has put together a campaign with a series of 5 Second films that highlight the various benefits of switching to the Eveready LEDs.

Amritanshu Khaitan, MD, Eveready Industries India Ltd. quotes, “Eveready has been selling the LEDs with highest lumens per watt, making EVEREADY LEDs the Brightest in the country and has yet again come out with a new range of LEDs which are ahead of its time. Now Eveready has launched Super Bright LEDs giving 120 lumens per watt light output .This also allows consumers of Eveready LEDs to buy lower watt LEDs to get same amount of light as given by ordinary LEDs with lower lumens per watt thereby making Eveready LEDs more energy efficient as well.”

Nilanjan Dasgupta- Executive Creative Director, Rediffusion Y&R said, “The creative challenge was to stand out in the clutter in 5 secs. So we took the rooster and sunflower route while differentiating between ordinary LEDs and Eveready LEDs. It also made sense because our USP has been the “Brightest LED.”

Suparna Mucadum- Vice President, Rediffusion-Y&R Kolkata said, “The idea behind this campaign was to interestingly portray the product promise of it being the Brightest LED and with Akshay Kumar as the brand ambassador it was only an advantage to create a little humor in the communication. Eveready has been working towards making relevant connection with today’s youth and elevating the overall brand image. This campaign establishes that connect in just 5 seconds.”

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