Signify, formerly known as Philips Lighting, has announced Bollywood actress Rashmika Mandanna as its latest brand ambassador. This strategic move aims to strengthen the brand’s appeal among young, tech-savvy, and modern buyers looking for smart, stylish, and sustainable home solutions. Mandanna will primarily represent EcoLink, one of Signify’s younger and innovation-driven brands in India.
Signify X Rashmika Mandanna
Expanding Signify’s Celebrity Lineup
Rashmika Mandanna joins a star-studded lineup of brand endorsers, including cricket legend Rahul Dravid and actress Sanya Malhotra. According to Nikhil Gupta, Signify’s head of marketing, strategy, government affairs, and CSR, the company seeks brand ambassadors who align with its purpose of “Brighter Lives, Better World” through innovation and technology.
Despite her roots in the southern film industry, Mandanna has successfully positioned herself as a national icon, making her an ideal choice to enhance the brand’s reach and relatability.
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Target Audience: Innovation-Driven and Sustainability-Conscious Consumers
EcoLink, a Signify brand specializing in fans, targets value-conscious buyers as well as those looking for premium, high-tech solutions. Gupta explains that the brand appeals to early adopters—consumers who seek innovative, well-designed, and sustainable home products.
In a market dominated by lighting brands focusing on technical specifications, EcoLink takes a unique approach by blending technology with lifestyle-driven messaging. The key priorities for its consumers include:
- Innovation: Consumers are constantly looking for the latest advancements in home technology.
- Sustainability: Modern buyers prefer eco-friendly products and brands committed to environmental responsibility.
- Premiumisation: Customers are investing in high-quality designs that enhance their lifestyle.
- Customisation: Personalisation is a crucial factor, especially in smart home products, where consumers want solutions that reflect their style.
EcoLink’s Growth Strategy: Strengthening Online and Offline Presence
While EcoLink has gained traction online, a significant portion of its sales still comes from offline retail. Signify plans to expand its footprint by leveraging its strong distribution network and increasing its presence across e-commerce and direct-to-consumer (D2C) platforms.
“We will continue to focus on traditional retail distribution while strengthening our presence on e-commerce and D2C platforms,” Gupta adds.
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Upcoming Product Launch: EcoLink Fans for Summer 2025
EcoLink is gearing up for a major product launch in 2025, featuring a fresh collection of fans just in time for the summer season. The designs will be inspired by natural elements and will incorporate premium materials and finishes. According to Gupta, these new launches are expected to resonate well with Indian consumers, offering a perfect blend of style, innovation, and sustainability.
Conclusion
With Rashmika Mandanna onboard, Signify aims to amplify EcoLink’s reach and connect with a broader audience. The brand’s commitment to innovation, sustainability, and premiumisation aligns well with Mandanna’s growing appeal among modern consumers. As EcoLink gears up for its upcoming product launch, this collaboration is expected to strengthen its positioning in the competitive market and drive further growth.
