Livguard new campaign shakes-up the automotive battery category
Livguard Energy Technologies launched the Brand Campaign for its range of automotive batteries in the last week of July with a massive multi-media campaign, spearheaded by a brand commercial starring Akshay Kumar as brand ambassador.More
“Our brief to Crestra was simple – create a short, high-impact film that effectively communicates the brand’s DNA of ‘Energy Unlimited’” says Gurpreet Bhatia, CEO Livguard Energy Technologies
“Livguard’s brand positioning of ‘Rough India ki Tough Battery’ is rooted in consumer insights based on everyday commuting, with a brand personality that is differentiated from competition and in-sync with the aspirations of India’s millennial generation who demand more from their vehicle and its battery” explains Debashis Bose, MD & CEO, Crestra.
Hardeep Bawa, Marketing Head, Livguard Energy Technologies, adds “It was critical to select a brand ambassador who could personify Livguard; and Akshay Kumar is that perfect icon – an action hero with a fan-following across the country, who resonates strongly with Livguard’s brand values of toughness, dynamism, positivity, innovation and excellence.”
“The film’s execution is deliberately slick, stylish and high energy. We wanted to make the battery the hero – without being in-your-face and show it in a never-before way. To do this the iconography of the red charged ions emanating from the battery, the boxing analogy, and the aggressive attitude creates a distinct imagery in the category” says Sangeeta Sen, ED & Chief Creative Officer, Crestra.
While Crestra has the creative mandate for Livguard, the media duties is handled by Alliance Media.