Eveready's Instacharge aims to illuminate lives with unmatched speed and reliability

Eveready Industries India has rolled out a campaign ‘kya baat hai’ (what is the matter?), to highlight the offerings of its emergency LED bulb, Instacharge. 

Conceptualised by Brand David for Eveready, the film aims to showcase the product’s instant charge technology, highlighting its significance in everyday life. The film opens up with a young man who has just returned home from a tiring day, requesting his wife for tea. Upon receiving the tea instantly, the man astonishingly compliments her speediness, exclaiming ‘kya baat hai’. The wife then claims to have purchased India’s fastest charger to which the husband again asserts ‘kya baat hai’. The husband asks her to charge his phone battery but just then there’s a power failure. The film demonstrates the value of Instacharge, in everyday scenarios where the bulb’s features aim to ensure uninterrupted illumination and a sense of security to its consumers. 

Mohit Sharma, senior vice president and business unit head - lighting and electricals, said, “In the realm of Lighting and Electricals, Eveready stands proud as a category leader. Our commitment to illuminating lives is exemplified through our revolutionary emergency LED bulb, ‘Instacharge’, a beacon of hope during uncertain times. The Eveready Instacharge emergency LED bulb represents a significant milestone in our commitment to innovation and customer-centricity while being committed to sustainability and energy conservation. The TVC beautifully captures the essence of our product’s groundbreaking features and how it seamlessly integrates into our customers' lives, ensuring their safety and well-being during unforeseen circumstances. The new TVC enables us to further create growth and awareness for this category.”

Prashant Shukla, senior manager - marketing and communications, lighting and electricals, said, “At Eveready Lighting, we believe that everyone deserves access to cutting-edge technology that enhances their daily lives, and the Instacharge emergency LED bulb embodies that vision. Our new TVC, ‘Kya Baat Hai’ integrates efficiency, reliability, and safety, revolutionising our customers’ lighting experience. The campaign is reflective of what our products stand for - quality and innovation. The brand film’s interesting take on the need for an instant source of light during power failures will strike the right chord and build recall. With ‘Kya Baat Hai’, we are confident of strengthening the brand’s position in the market as well as our relationship with our target audience.”

A spokesperson from Brand David, said, "At Brand David, we take immense pride in creating impactful narratives that resonate with audiences. Our collaboration with Eveready to bring the 'kya baat hai’ TVC to life has been nothing short of electrifying. The TVC brilliantly captures the essence of Eveready's Instacharge emergency LED bulb, ensuring uninterrupted illumination and a sense of security during power failures. We believe that through creativity and innovation, we can truly make a difference, and 'kya baat hai' exemplifies our dedication to lighting up the country, one bulb at a time."