By Vinaya Naidu
Philips Lighting is walking the talk. The LED lighting solutions brand that has been emphasizing consumers to ‘see what light can do’, has lit up Mumbai’s most iconic monument, The Gateway of India, with its advanced LED lighting systems having a 16 million colour palette. The visual makeover commenced on the evening of Jan 24, 2014, as part of a joint initiative by Philips and MTDC (Maharashtra Tourism Development Corporation) to illuminate the monument and promote tourism.
The milestone event was extended on to digital too, with people participation through social media. Having completed 100 years of its foundation, the Gateway of India stands as a true testimony to the resilience of the city and its people. Hence, to celebrate the event, Philips reached out to Mumbaikars and people who share their love for the city to suggest ideas to help make the city better and brighter at night.
This was enabled digitally through a microsite ‘Mumbai In A New Light’ powered with social sharing features. (Image embedded above). Designed and executed by digital agency, Avian Media, the microsite livestreamed the event as well as encouraged people to share their ideas.
Mumbai in a new light goes social
Besides sharing their ideas, one can see suggestions from others on the microsite. These ideas could be shared on Facebook and Twitter using the hashtag ‘#MumbaiInANewLight’. Select ideas were read out at the lighting ceremony at the Gateway and at select locations across the city. The event also saw photography and painting contests for people, which have been shared on the social networks.
The Facebook page of Philips Lighting India had been gearing up fans earlier in the month. A cover photo announced the upcoming makeover of the Gateway, while wall updates invited ideas to help make Mumbai brighter. Fans needed to share ideas along with the campaign hashtag, while the microsite link was shared with them.
Post the Gateway lighting ceremony and livestreaming, a Facebook app has been created where fans can experience the lighting themselves. After you like the page, the fun app lets you illuminate the Gateway any which way you like. Share your creativity using the campaign hashtag #MumbaiInANewLight on your timelines and get maximum likes to win goodies.
Twitter also chipped in to create buzz around the hashtag. Philips Lighting India’s Twitter handle has been actively promoting conversations all throughout the event, simultaneously with the Facebook updates.
Lighting up the future
This is probably a first where a brand associates its product with a popular tourist spot. By illuminating the Gateway of India, Philips Lighting has branded itself in the most ingenious way possible. In fact, it has actually made us ‘see what light can do’! Moreover, the social integration coupled with the microsite and livestreaming has ensured the event reaches out to both the offline and online audiences as well. Fans have been well engaged with the fun app and contribution of ideas.
The use of a common hashtag also ensures easy tracking of conversations across the multiple social networks. See #MumbaiInANewLight is really asking us to look at Philips LED Lighting in a new light!