MAM
Eveready’s latest TVC showcases its emergency LED bulb ‘INSTACHARGE’
Mumbai: Eveready Industries India Ltd (EIIL), the renowned leader in innovative lighting solutions, launched its latest TVC, ‘Kya Baat Hai’, over the weekend, featuring the groundbreaking product, the Eveready Emergency LED bulb, INSTACHARGE. Emphasising the product’s exceptional capabilities, the TVC was launched across Television, Print, and Digital mediums in over six languages. Conceptualized and crafted by Brand David for Eveready, the TVC aims to showcase the product’s instant charge technology, highlighting its significance in everyday life.
The TVC opens 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, the Emergency LED bulb, in everyday scenarios where the bulb’s smart features ensure uninterrupted illumination and a sense of security to its consumers during power failures, consolidating its position as a category leader.
Lighting & Electricals senior vice president & business unit head Mohit Sharma 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.”
Lighting & Electricals Senior Manager-Marketing and Communications Prashant Shukla further added, “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, revolutionizing our customers’ lighting experience. The campaign is reflective of what our products actually stand for – quality and innovation. The brand film’s interesting take on the need for an instant source of light during power failures will definitely 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.”
Designed to revolutionise emergency lighting, the Eveready INSTACHARGE is a state-of-the-art LED bulb equipped with cutting-edge instant charge technology that combines energy efficiency with advanced emergency features, ensuring the utmost safety and convenience for consumers during power outages. When connected to the power source, the bulb charges itself and remains ready for use during unexpected power cuts.
The newly launched campaign is currently live in Hindi, Bengali, Marathi, Tamil, Malayalam, and Kannada across television, print, and digital plat
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
