Rediffusion’s latest campaign for Eveready’s LED Bulbs featuring Bollywood’s Akshay Kumar

Rediffusion Y&R’s latest campaign featuring Bollywood actor, Akshay Kumar, the brand ambassador for Eveready Industries India Limited (EIIL) released in September, 2017.

EIIL have always been leaders in innovation and provided products to consumers which are way ahead of its competition. The LED segment too is no exception. With state-of-the-art technology, EIIL are now able to produce LED Bulbs with light output of 120 Lumens per watt making it more energy efficient.

Eveready Industries have been working towards making relevant connection with today’s consumer and elevating the overall brand image. This campaign establishes that connect in 30 seconds. The premise of this campaign is to interestingly portray the product promise of Eveready LEDs being the Brightest.

All three TVCs showcase various emotions of life that are as bright as the Eveready LEDs. Akshay Kumar plays a role of a doting father – a character one may have rarely seen him in.

The campaign will further be extended to the outdoors, print and digital innovations.

Partha Biswas, Vice President and Head Lighting Business, Eveready, said, “Eveready has been a known and trusted leader with a ‘consumer first’ attitude. The campaign goes beyond simply reinforcing the fact that our LEDs are the brightest by integrating emotions that everyone can relate to. Through the TVC along with Akshay Kumar, we are striving to establish an emotional connect with our consumers and audiences.”

Piyash Ghosh and Nilanjan Dasgupta, ECD & EVP – Rediffusion Y&R said, “The core idea behind this communication was to own a leadership stance in terms of being the brightest led in the market. So, we picked on few emotions in life which are possibly the only things brighter than our led lights.”


Client: Eveready Industries India Ltd
Agency: Rediffusion Y&R, Kolkata
President: Dhunji S. Wadia
Chief Creative Officer: Rahul Jauhari
Chief Strategy Officer: Navonil Chatterjee
ECD and EVP: Nilanjan Dasgupta and Piyash Ghosh
Copywriters: Nilanjan Dasgupta and Kaushik Roy
Servicing: Aniruddha Basu, Ayan Chakravarty and Kamalika Guha
Director: Pradeep Sarkar
Production House: Apocalypso Films

Source: Rediffusion Y&R

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