Philips Bulb TVC | Year: 1987 | Duration: 60 sec.
Title: Macer Raja Elish, Batir Raja Philips
In spite of all the efforts, rural market share (8%) was stagnant. The main competitor Singer was really strong. Survey showed that consumers were sensitive to price, less bothered about quality of light.
Philips Bulb was established as a superior bulb endorsing through deep rooted heritage. Thus the communication was developed showing how the son in law was treated in father- in-law house with a hilsha fish. And the brand Macher Raja Ilish, Battir Raja Philips was created.
Market share grew from 8% to 72% over a period of two years in the rural areas.
SENSING PEOPLE’S MINDS