Philips Case study DAY LIGHT by Ogilvy & Mather Gurgaon

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DAY LIGHT

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Industry Household maintenance & pet products
Media Case study
Market India
Agency Ogilvy & Mather Gurgaon
Executive Creative Director Ajay Gahlaut
Photographer Pankaj Arora
Released March 2013

Awards

Cannes Lions 2013
Design Lions Design Photography Gold

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Design Photography
Advertiser: PHILIPS ELECTRONICS INDIA
Product/Service: LED TORCH
Agency: OGILVY & MATHER INDIA Gurgaon, INDIA

Executive Creative Director: Ajay Gahlaut (Ogilvy India)
Sr. Creative Director: Vikash Chemjong (Ogilvy India)
Sr. Creative Director: Basab Tito Majumdar (Ogilvy India)
Photographer: Pankaj Arora (Pankaj Arora Photography)
Sr. Vp - Client Servicing: Chanadana Agarwal (Ogilvy India)

Brief Explanation
In the age of gizmos, super hightech stuff and such, torch no matter what light it threw, was not the most interesting of products. It held no novelty value. So apart from communicating the product attributes, we had to make the communication attractive enough to add sheen to the product.

Describe the brief from the client
Create communication for Philips LED torches - highlighting the white-light that it threw which was much brighter than that thrown by torches with regular bulbs.


Design Process
We started with the thought, that light from our product would be like day light. So we started with ideas where we showed night scenes, but shot during the day. Basically, executions with bats, watchman, candlelight, etc. The only problem was that, while the light was there [in situations that seemed like the middle of the night], our product, the torch was missing from the picture. So we said how about showing the same ad with a beam of light coming out of our torch. And that's what we did. And the difference was as stark as night and day!


Results
Lot of hits on the site. Store enquiry up. And general excitement/buzz about a product that got passed on to other products in the extensive Philips portfolio.