Campaign Decoded: Philips India Personal Health’s #HowIndiaCelebrates

Advertisements are more than what we merely see on our screens, it takes a robust amount of time, energy and resources to bring it alive. Advertising campaigns not only help brands reach its target audience, but also make consumers aware of the product or services. In fact, it sometimes plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Deepali Agarwal, business head, Personal Health, Philips Indian Subcontinent talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited Excerpts)

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• What inspired the campaign’s concept?

Recognising the willingness of individuals of all ages to invest in self-care during festivities, we want to enable them with the best technology & products for grooming & styling. This comprehensive approach seeks to attract new consumers, strengthen brand loyalty, and offer innovative products for gifting. Additionally, our #MatchReadyWithPhilipsAIO campaign capitalises on cricket enthusiasm, inspiring consumers to achieve a professional trim at home and get match ready.

The widespread festive excitement enveloping the country sets a positive tone for this celebratory season. Our campaign launch is thoughtfully timed to embrace every region and its diverse festivals, embodying the essence of unity. Irrespective of the occasion, Philips is dedicated to enhancing the self-care rituals of young Indians for an exceptional festive season.

• Who conceptualised the campaign, and what drove this choice?

The campaign was conceived by Philips India’s team, with the concept rooted in the recognition that India is a tapestry of diverse cultures, each celebrating festivities in its unique and engaging way. The common thread is the desire for men and women to indulge in self care during this festive season, with Philips styling and Grooming products playing a pivotal role as their go-to companion. Whether one desires a quick festive hairstyle or hassle-free trim, Philips Styling and Grooming products are designed to assist them.

• How do you plan to impact consumers through this campaign?

During this festive season, our objective is to celebrate the unique individuality and diversity that enriches our culture. Philips products are meticulously designed to enhance self-care rituals of consumers in grooming & styling, acknowledging the shared aspiration of both women and men to present their best selves during this special time of the year. Our product range is designed to care for personalised needs while grooming & styling, ensuring that individuals can #Celebratewithcare using our styling range and groom themselves with #Nonicksandcuts.

At Philips, our unwavering consumer-centric approach forms the foundation of our strategy. Understanding our consumers is paramount, and this insight is integral to our business operations. We actively amplify our campaign on social media to bring to life the message that our focus is on embracing the regional festive spirit. Our commitment is centred on enhancing the festive experience for all, recognising and catering to the diverse preferences of our consumer base.

• What advertising channels will you utilise, and what’s the rationale behind your choices?

The campaign is now live on various social media platforms of Philips India. We have started the celebrations internally from October onwards with our employees and internal contests. However, for external communication, we have collaborated with a multitude of influencers to effectively communicate the campaign’s core message to our cohorts. Prominent lifestyle content creators and regional hair experts have been chosen as the faces of this campaign.

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