| Philosophy | Orient Electric, part of the diversified USD 2 billion CK Birla Group, has unveiled an integrated marketing campaign to raise awareness about the harmful effects of invisible flicker present in LED lights and to introduce its new range of EyeLuv LED lights with Flicker-Control Technology. Orient EyeLuv LED’s control the harmful invisible flicker present in LED lights that causes eye strain, headaches, blurred vision, fatigue and many other health complications. The integrated brand campaign revolves around the central theme of “Flicker nahin, toh ankhein sahi”. The TV ad starts with a girl struggling to focus on studying because of eye strain while her parents stand worried to see this. At this juncture, MS Dhoni brings their attention to the invisible flicker of the LED lights in their home by pointing his smartphone camera in slow motion mode towards the light source. MS Dhoni then advises users to check flicker in the LED lights installed at their homes through the same process. In addition to Hindi, the TVC will also be released in Tamil, Kannada, Malayalam, Telegu, Marathi, Bengali and Punjabi. The TV ad goes on air on 1st July 2019 and will be flanked by print, radio and digital along with lots of on-ground initiatives where people will be made aware of flicker and given proof of how Orient EyeLuv LEDs are better and safer. |