When Luminous Power's celebrity ambassador Sachin Tendulkar takes brand advocacy to the next level

Sachin Tendulkar has been associated as the brand ambassador of Luminous Power Technologies for 10 years now. Luminous found it the right time to interview the ace cricketer about his life, ideologies and draw similarities between the brand and Tendulkar’s life.

Instead of selling the brand through regular advertising with a brand ambassador, the power back-up and the home electrical brand decided to create videos where Tendulkar would talk in real about his 10-year association with the brand, his success mantra and candid conversations in the form of interviews. There could be no better advocacy and influence other than when the brand ambassador himself connects his life journey with the brand’s philosophy.

In the first interview with Vipul Sabharwal, MD, Luminous Power Technologies, Tendulkar shares his sense of pride in associating with Luminous. In the second interview, in a casual and personal chat with Vikram Sathaye, cricket presenter and stand-up comedian, Tendulkar reveals lesser-known facts about his personal life. Be it the secret ingredient to make Sachin style ‘baigan bharta’ or how he maintained his cool during high-pressure matches, he reveals it all to Luminous.

Luminous Dil se - Vipul Sabharwal with Sachin Tendulkar

Luminous Dil se - Vikram Sathaye with Sachin Tendulkar

The campaign beautifully brings out the personal side of Tendulkar that builds a strong consumer connect and gives a sneak peek into Sachin’s life — be it his favourite song, dish or the skills he wants to acquire from others. Part of the campaign video shares anecdotes from his personal life, which is in sync with the brand’s campaign – ‘Khusyion ka ghar’.

Speaking on the launch of the Dil se campaign, Sabharwal said, “Tendulkar is a living example of the core values that Luminous stands for — reliability, consistency, longevity and highest standards of integrity. Our association with the cricket legend, entering into its 10th year, has helped us gain immense love from our consumers. We see a great value in him that builds a great brand connect with our end users.”

Tendulkar was roped in as the brand ambassador for Luminous Power Technologies in 2010. The company recently extended its partnership with Tendulkar by five years till 2024.