Breaking away from all the clutter of brands throwing offers and products in all directions, Luminous Power Technologies took the initiative to launch a unique social campaign with #RoshniDilKi.
Celebrating a part of Diwali that we often neglect, Luminous, India’s leading electrical specialist kept true to their brand identity of illuminating people’s lives, by spreading joy and positivity.
Teaming up with legendary poet and lyricist, Gulzar, Luminous reminded the country in the midst of bright lights and loud fireworks, that the paramount essence of the festival of lights is the goodness and the light in the hearts of people.
Sachin Bhalla, Vice President – Marketing of Luminous Power Technologies, added to this- “Luminous as a brand has been very deeply embedded in consumer lives over the last 30 years. With this campaign, we wanted to bring alive the very spirit of our brand and our vision. Our intent is not to sell more products, but to capture the essence of what true light means. With these enchanting words we are happy to give #RoshniDilki a new meaning”
Social media is flooded with brands from all sectors vying for consumers’ attention, pivoting their campaigns around the spirit of spending and splurging, Luminous did what most brands would not.
For this special initiative, Gulzar penned a heartfelt poem commemorating the auspicious festival of Diwali and Luminous Power Technologies’ exceptional gesture.
— Luminous India (@myluminous) October 24, 2016
The poem for #RoshniDilKi, debuted on Luminous India’s official social media pages to a rousing response from their followers, and within no time accumulated more than 853k views. Receiving more than 13k likes, the video was shared by a 6006 people within 48 hours on Facebook alone, had social media users in awe of the beautifully expressed poem from Gulzar.
#RoshniDilKi resonated with their followers, as Luminous magnanimous gesture, where most brands succumb to sales and promotion oriented campaigns, the brand’s unconventional approach was refreshing for social media users.
An enduring brand in the Indian market, Luminous has always strived for excellence which is evident in their recent successful initiative wherein the brand communicated their idea through a brilliantly crafted form of expression, leveraging the power of social media to sparkle among the endless stream of promotional campaigns with exceptional work.