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.

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!

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.