LED lighting services company Philips Lighting rebranded itself in 2018 and it was named as Signify. The move signals a significant shift in its corporate identity and had a global impact. The new brand’s focus in India has been distinctly youth-centric. It aims to connect with younger generations through innovative products and strategic marketing.

Today’s youth are savvy and are always on the lookout for the latest technological advancements. Signify recognized the behavior and thereafter tailored its approach accordingly. Nikhil Gupta, the head of marketing, strategy, government affairs, and CSR at Signify Greater India, highlights that the company continues to use the Philips brand to provide a range of lighting solutions. One of the standout offerings is the Philips Hue product line and it introduced connected lighting to Indian consumers.

Innovation has always been at the heart of the journey of Signify. The company spends about 5% of its revenue on research and development, to ensure that it stays at the forefront of technological advancements. It launched revolutionary lighting system NatureConnect on June 21, 2024. It was designed to mimic natural light indoors. The product is learned to enhance well-being by replicating the sky, sun and natural daylight in indoor environments.

Digital marketing is one of the primary marketing strategies of Signify and enables brand to target specific audiences with precision. Gupta said that digital platforms allow for more direct and personalized interactions and particularly in the professional segment like stadiums, streetlights, retail spaces and offices.

Considering the consumer side, e-commerce is the fastest-growing segment for the company. It drives majority of their advertising budget towards digital channels. Brands usually maintain a balanced approach by incorporating traditional media to cater to mass-oriented segments.