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Luminous Power Technologies has launched 'Sahi Jodi' campaign

Announcement  |  Corporate 

‘Launch of aggressive campaign during world cup across national and regional channels to strengthen company’s brand positioning’

Luminous Power launches new TVC campaign “Sahi Jodi – Jis Pe Desh Kare Bharosa” featuring Sachin Tendulkar in its corporate advertisements for Luminous inverters and batteries. The company has also announced aggressive marketing and branding plans to reach out to millions of existing and potential consumers in national and global market with the unique product offering and Sachin’s association as Luminous Brand Ambassador.

With the launch of the TVC campaign for its inverters and batteries, Luminous is riding on the World Cup brand wagon and reaching out to millions of cricket fans. Luminous brand has a proven track record for excellent product reliability & for providing value to its customers through constant innovations & improvement in its offering. Luminous has already launched their three TVC’s earlier with Sachin, this campaign “Sahi Jodi” talks about how effectively Luminous inverter and battery work together in synergy to enhance the performance and increase the durability of the products.

The TVC showcases the importance of having the right combination of products to derive the optimum level of efficiency, performance and strength. The film showcases the iconic batsman and his powerful relationship with his bat so as to dramatize and put across the fact that only Luminous battery and Luminous inverter, work in tandem to increase the back-up and battery life by 40%. The campaign is conceptualized by the creative agency of Luminous – Meridian.

On being associated with the Luminous brand the ‘master blaster’ Sachin Tendulkar said, “I am delighted to be associated with this brand. The relationship is the result of shared values. As a family man I can relate to the comfort that power backup solutions such as 'Sahi Jodi' can bring to a home”.

Commenting on the association of Luminous Brand with Sachin and company’s aggressive brand positioning plans, Mr. Rakesh Malhotra Founder and CEO, Luminous Power said, “We are really excited to launch this new TVC campaign with our cricketing legend – Sachin Tendulkar. Keeping in mind to deliver on Luminous Power strategic messaging, which is all about performance and consistency, this campaign has been designed exclusively.

Sachin represents the core values of Luminous brand i.e. Reliability, Consistency, Longevity and Highest standards of integrity which exactly we are trying to communicate with our customers in this campaign. As our brand face, he will reinforce the communication of Luminous' core brand values to the country, the diaspora and cricketing fans around the world."

Explaining the concept behind “Sahi Jodi”, Sridhar Rajagopalan, Senior Creative Director, Meridian said: “Our desire was to create a memorable advertisement which doesn’t just rely on Sachin’s presence and the idea behind this was to focus on “Jodi sahi honi Chahiye Now Sachin with a hockey stick should stick in people’s minds.”

About Luminous Power Technologies:
Luminous Power Technologies (P) Limited is a leading global company delivering high quality power products for home and commercial applications. The company’s group portfolio includes Power Backup, Power Storage, Distributed Power Generation, Renewable & Alternate Energy solutions like Solar, Wind & Hybrid solutions, Infrastructure Solutions for IT & Telecom, Engineering Design & Support Services, Plug-in Hybrid Electric Vehicles, Electricals, Water Purification and Mobile Phones & Accessories. Founded in 1988, the group has revenue exceeding US $ 250 million in FY 09-10 and projected to be US $ 500 million by FY 12-13.

Luminous apart from its dominating position in the domestic market has strong foothold in over 36 countries worldwide. Its Global Technology Centers located in India, United States & China deliver cutting edge technology that goes into making every Luminous product a class apart from its competitors. Luminous follows its proprietary UGC (Universal Grid Compatibility) process to ensure consistency & very high standards of reliability of its products across the globe. Luminous has been consistently winning awards & accolades for market leadership and excellent reliability of its products in domestic as well as international arena. Luminous is the proud recipient of Frost & Sullivan Industry Technological Leadership Award for market penetration in DC-AC Inverters in Non Renewable Energy markets in Asia Pacific.

First Published: Wed, March 09 2011. 19:07 IST