How Signify lighting is transforming cities into havens of celebration this Diwali

Amid the festive fervour in India, the lighting industry is looking for a significant boost, with brands vying to capture consumer attention through innovative campaigns and product offerings. The market has evolved from basic functional lighting to smart, connected, and decorative solutions that add a personalized touch to home décor. With consumers increasingly prioritizing energy efficiency, sustainability, and customization, brands are focusing on integrating advanced technology to offer value-driven products that cater to diverse needs. This shift is not only shaping consumer expectations but also challenging brands to balance premium quality with affordability, especially during a time when festive shopping peaks.

In an exclusive interview with Adgully, Nikhil Gupta, Head of Marketing, Strategy, Government Affairs & CSR at Signify, Greater India, discusses the brand’s exciting new festive season campaign featuring Rahul Dravid as the face of Signify. Known for his resilience and dependability, Dravid’s association brings an emotional resonance that aligns perfectly with Signify’s #BrighterLivesBetterWorld vision, aiming to blend tradition with innovation.

Gupta also sheds light on how this partnership seeks to go beyond product promotion, focusing on storytelling that captures the essence of Diwali and the transformative role lighting plays in our lives. He shares insights into Signify’s multi-channel strategy, which includes cutting-edge digital initiatives, TV, OOH, and in-store activations, aimed at making this festive season brighter for all. As the company gears up to launch new energy-efficient lighting solutions, Gupta reveals how the brand is catering to diverse consumer needs by balancing premium offerings with value-driven products.

How does this partnership with Rahul Dravid align with Signify’s marketing strategy for the festive season? What impact do you expect it to have on consumer engagement?

We believe in bringing the best of innovations to our customers in line with our #BrighterLivesBetterWorld vision. Taking a step ahead, we are thrilled to have Rahul Dravid join the Signify family as the face of our brand. His enduring appeal and unwavering dedication perfectly mirror our foundational principles, resulting in a collaboration that exemplifies perseverance, quality, and leadership. This partnership embodies Signify’s festive marketing strategy, which blends digital innovation with the emotional resonance of tradition. Rahul’s broad appeal across age groups and geographies will help us connect with diverse consumer segments, making this festive season bright for all.

Our creative strategy centers around delivering engaging content that resonates with our audience. By focusing on storytelling, innovation, and the unique value proposition, we aim to cut through and make meaningful connections. We are sure that this campaign is all set to brighten the spirit of Diwali, emphasizing how Signify lighting transforms cities into havens of celebration and innovation.

What are some of the key campaigns and initiatives that you have planned around this partnership for the festive season?

Our marketing strategy prioritizes connecting with our target audience, with a blend of our digital-first approach complemented by carefully chosen traditional initiatives. For this campaign with Rahul Dravid, we are adopting a multi-channel approach, wherein we will be creating engaging and meaningful interventions throughout the year starting with our power-packed campaign launch.

By using this strategy, we are aiming to create a consistent presence and messaging across the board reaching out to our target audience across India. We will be innovatively leveraging a mix of digital and TV platforms to launch our campaign, followed by a series of next-gen customer engagement through OOH, in store activation, among others.

Our digital marketing approach will focus on all the platforms, starting with social media, new age platforms, next gen innovations and more that showcase the transformative power of Signify lighting in creating a festive ambiance while highlighting our energy-efficient and smart lighting options.

Could you shed light on how Signify plans to bring innovation to its product lineup this festive season? Will Rahul Dravid’s involvement be tied to any specific product or campaign?

Innovation is in our DNA, and at Signify, we believe in bringing the best of innovations to our customers in line with our #BrighterLivesBetterWorld vision. We will be adding on to our host of ultra efficient, innovative, and decorative products during this festive season. Taking a step ahead, we are thrilled to have Rahul Dravid join the Signify family as the face of our brand. His association with Signify will help us connect better with our consumers and we look forward to this exciting journey with him, starting this festive season with our power-packed campaign launch driven by innovation, leadership, and togetherness.

The campaign focus on promoting our range of innovative lighting solutions that not only enhance the festive spirit, but also contribute to energy conservation and sustainability. We are working on introducing festive schemes that reward our customers with exclusive offers. We believe this campaign with Rahul will further strengthen our relationship with our customers and provide them with a unique and engaging shopping experience during the festive season.

In a market where consumers are increasingly seeking value, how is Signify balancing its premium offerings with affordability, especially during the festive season?

Customization and premiumization are the top trends that are shaping the dynamics of the industry, driven by advancements in technology. From a decade ago, where functional lighting was the primary focus, to today, where consumers prefer personalization in their home décor, and premium decorative and architectural lighting options, the lighting industry has seen a significant shift. Being the leader in the lighting segment, at Signify we believe in bringing the best of innovations as per our customer’s demands.

Our brand and marketing strategy is centered around delivering smart, connected lighting solutions that enhance people’s lives while ensuring energy efficiency. By focusing on delivering end-to-end lighting solutions, we have been able to provide our customers with greater value and help them achieve their sustainability goals. Our strategy of delivering integrated lighting systems has enabled us to offer a wide range of innovative solutions that cater to the diverse needs of our customers. We have leveraged our expertise in LED lighting, controls, and software to develop solutions that are not only energy-efficient, but also smart and connected. This has helped us differentiate ourselves from our competitors and stay ahead of the curve in the lighting industry.

While premium lighting has become increasingly popular, we understand the importance of offering value-driven products to cater to a broader audience. Hence, our wide range of product portfolio offers lighting solutions for everyone, from premium to value for money. Our value driven EcoLink was created with a vision to illuminate spaces through technologically advanced products that are long-lasting, efficient, and easily available at pocket-friendly prices.

What are some of the long-term goals for Signify in terms of brand visibility and consumer engagement, and how does this partnership fit into your overall vision?

At Signify, we are focused on unlocking the extraordinary potential of light for brighter lives and a better world. Our long-term vision is to strengthen our position as a leader in the lighting industry while driving the adoption of sustainable lighting solutions. We’re committed to meeting the evolving needs of consumers, delivering innovative products, and ensuring sustained growth in the market.

We are glad to have Rahul Dravid join us who is known for his grit, determination, and integrity, personifies those very qualities that Signify stands for and hence, he was the perfect choice for us. Our collaboration with Rahul initiates a new chapter in Signify’s journey, where tradition meets innovation. His association with us will amplify our engagement with the Indian consumer and we are geared up to launch some exciting campaigns with him soon. By associating with Rahul, we are sure to enhance our brand visibility, build lasting relationships with consumers across India, and strengthen our commitment to sustainability and innovation.

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