MAM
Signify launches new festive campaign ‘Smarter Generation ki smart lights’ featuring Sanya Malhotra
Mumbai: Signify on Monday announced the launch of its new festive campaign “Smarter Generation ki smart lights” for its Philips smart wi-fi LED lighting range, featuring actor and Philips brand ambassador Sanya Malhotra.
The peppy 40-second film, designed by Hashtag Orange, features a catchy soundtrack and highlights the remarkable features of Philips smart wi-fi LED lights, such as dimming, pre-set modes, voice and app control, and 16 million colour options to create the perfect ambience during the festive season.
The TVC will play on primetime TV slots across leading general entertainment, movies, and news channels across India, in addition to YouTube and social media channels.
The TVC begins with Sanya’s younger cousin asking her what’s new this Diwali, to which Sanya responds by turning on the magic of Philips smart wi-fi LED lights. By tapping on the multiple colour options on the WiZ app, she is able to transform the mood and ambience of the room completely, eliciting a sense of wonder from her young cousins who are dancing alongside her. She also shows them its multiple pre-set modes and smart dimming features. The film ends with a naughty twist, as Sanya uses the voice control feature to instantly change the colours of the room from party to Diwali scene when their parents walk in.
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Speaking about the new campaign, Signify Innovations India head of marketing and integrated communications and commercial operations Nikhil Gupta said, “Smart lighting is a new yet rapidly growing category in India, with the demand driven by young consumers who prefer home devices that are smart, convenient, and innovative. Our latest TVC highlights how smart LED lights can completely transform the ambience and mood of a room, and the campaign tagline “Smarter Generation ki Smart Lights” aptly positions the new Philips smart wi-fi LED lights as the perfect lighting option for the modern tech-savvy generation. We are the global leader in lighting and the film reiterates our technology leadership in the LED lighting segment.”
Commenting on the idea behind the campaign, Hashtag Orange co-founder and chief creative officer Amit Shankar shared, “There couldn’t have been a better brief for Diwali than Philips smart wi-fi LED lights. When we researched the product and all the offerings that come with it, our entire team got excited knowing that these LED lights are wi-fi enabled with voice commands and have a customised WiZ app that lets you switch between millions of colours based on your mood.”
He added, “To showcase these lights, we decided to craft a film with a contemporary take on Indian festivities. We married choreography with the various functionalities of the lights, which work wonderfully through voice and app control. We highlighted the playfulness of young members of the family and how well these smart LED lights could change the entire setting based on their various moods. For us at Hashtag Orange, we had a blast filming and editing this peppy, energetic, and truly Diwali film. After this wonderful film, we have come to realise that when it comes to smart lighting, it has to be Philips.”
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
