Philips LED torches are highlighted as the light in the night in “Day Light”, an outdoor and print advertising campaign by Ogilvy India, winner of a Gold Design Lion at Cannes International Festival of Creativity. The creative team began with the thought that light from the LED torch would be like day light. They started with ideas showing night scenes, but shot during the day, with bats, watchman, candlelight and so on. The only problem was that, while the light was there, in situations that seemed like the middle of the night, the torch was missing from the picture. The creative team decided to show the same ads, Gorge, Forest and Alley, with a beam of light coming out of the Philips LED torch.
The Day Light campaign was developed at Ogilvy India by executive creative director Ajay Gahlaut, senior creative directors Vikash Chemjong and Basab Tito Majumdar, photographer Pankaj Arora, and account director Chanadana Agarwal.