Luminous taps Sachin to power new EDGE portable power campaign

MUMBAI: Power cuts may be unwelcome, but taking power off the grid is suddenly looking like a winning move. Luminous Power Technologies is stepping beyond its traditional home-energy playbook with a new digital campaign featuring brand ambassador Sachin Tendulkar to promote its EDGE Portable Power Series, targeting consumers who want reliable power on the move.

The campaign positions portable power as a lifestyle companion rather than just a backup solution, highlighting use cases ranging from camping and travel to remote work, content creation and outdoor entertainment.

Set against the backdrop of a camping getaway, the campaign film follows Tendulkar and his friends using the EDGE GO portable power station to run an induction cooktop and mixer grinder while also charging smartphones, cameras, drones and laptops. The film further showcases the product’s entertainment features, with Tendulkar cycling, cooking outdoors and singing using its built-in Bluetooth speaker and wireless microphones, while another character plugs in a guitar through the amplifier input.

The campaign reflects Luminous’ broader strategy of expanding beyond conventional in-home energy solutions into lifestyle-driven categories, as consumer demand grows for portable and versatile power products.

Commenting on the campaign, Sachin Tendulkar said some of life’s best moments happen outdoors with loved ones and that the film captures the freedom of those experiences. He added that the EDGE series extends Luminous’ legacy of innovation beyond the home by delivering dependable power wherever consumers go.

Vivek Abrol, Managing Director and CEO of Luminous Power Technologies, said the company sees significant opportunities as India’s energy needs evolve beyond traditional backup solutions. He said the EDGE Series reflects Luminous’ focus on consumer-centric innovation, combining reliable technology with the flexibility to power experiences rather than just devices.

Neelima Burra, Senior Vice President, Chief Strategy and Marketing Officer and Business Head – Omnichannel Retail and International Business, said consumers increasingly expect energy solutions to integrate seamlessly into their lifestyles, whether for travel, entertainment or creative pursuits. She added that Tendulkar’s association reinforces the product’s promise of dependable performance and trust.

The EDGE GO is powered by a lithium-ion battery and supports more than 3,000 charge cycles, according to the company. Luminous claims the device can be fully recharged in 90 minutes using its inverter-based fast-charging technology.

The portable power station also features a Bluetooth speaker, two wireless microphones and a guitar amplifier input, while supporting more than 90 types of appliances and electronic devices, including cooking equipment, power tools and content-creation gear. Additional features include IP34 splash protection, a fire-resistant casing and compatibility with solar charging.

The Luminous EDGE Portable Power Series is available through Amazon India, the Luminous eShop and select retail outlets, marking the company’s latest push to plug into India’s growing market for portable energy solutions.