Luminous Power Technologies, an energy solutions company, has unveiled a comprehensive 360-degree marketing campaign in partnership with Rajasthan Royals. As the title sponsor of the team, Luminous is building a national discourse through the campaign, promoting solar adoption and sustainability.
At the heart of the marketing campaign is Luminous’ latest brand films, featuring RR players who, in a conversational tone, discuss the championing of solar energy adoption using Luminous’ energy solutions. Through catchy storylines, RR players Yashasvi Jaiswal, Riyan Parag and Dhruv Jurel can be seen speaking directly to consumers, especially the uninitiated, through their fellow teammates, about how Luminous has emerged as “India’s Solar Expert” for offering hassle-free, end-to-end solar solutions and services. “Solar Lagao, Luminous Ko Bulao” becomes the rallying call of the campaign, reflecting the brand-connect with the people transitioning towards an energy independent India.
Beyond OTT and digital Luminous is leveraging the full spectrum of modern marketing tools, In-stadium presence ensures Luminous branding dominates RR home games with LED perimeter boards, big screen ads, and exclusive Luminous-branded cheering items in the dedicated Luminous Stand.
Key high-traffic junctions across IPL cities are illuminated with eye-catching OOH and hoarding placements. At the retail and omnichannel level, storefronts and partner locations nationwide are transformed with campaign branding and product education kiosks. Online, exclusive deals, Amazon homepage takeovers, and a “Play n Win” quiz drive e-commerce integration and engagement. Channel partner and employee engagement further reinforce internal alignment through on-ground activations and gamified experiences.
Meanwhile, branded content series such as “Royals Unplugged” and “Inside the Royals Net” offer intimate glimpses into players’ lives while showcasing the solarisation of their homes.
Through this mega-campaign, Luminous aims to amplify its solar adoption initiatives by reaching and engaging millions of cricket fans.
Link to the ad campaigns:
Neelima Burra, Chief Strategy Transformation and Marketing Officer, Luminous Power Technologies, commented, “Our strategic brand partnership is invaluable in amplifying our mission to establish Luminous as India’s foremost and trusted solar expert. Through a comprehensive 360° marketing approach, encompassing impactful ATL, BTL, and digital campaigns, we aim to create stronger awareness on solar adoption and the range of solutions and services available under one brand. Beyond visibility, we will be actively educating consumers and empowering communities through skilling initiatives. By seamlessly integrating OTT, television, offline activations, social media, and partner engagement, we are fostering user engagement, strengthening brand advocacy and solidifying Luminous as the trusted leader in the solar energy category.”
“In a market cluttered with fly-by-night operators, Luminous stands out as an established and credible player in the field of Solar power solutions. We wanted to drive home this point in an entertaining and non-preachy manner. And who better to do it than the swashbuckling trio of Yashasvi, Riyan and Dhruv Jurel. The ads feature them in a humorous exchange, using light-hearted banter to talk about the attributes that make Luminous India’s only home solar expert,” says Amit Nandwani, National Creative Director, Cheil X.
