Bollywood actress Rashmika Mandanna has been announced as the new face of Signify, formerly Philips Lighting, as the company looks to expand its reach across India. Mandanna will specifically endorse EcoLink, one of Signify’s emerging brands, marking a strategic move to connect with a broader audience.
A Star-Powered Endorsement Strategy
Signify has previously worked with well-known figures like cricket legend Rahul Dravid and actress Sanya Malhotra. Now, with Mandanna onboard, the brand aims to tap into her growing national appeal.
Nikhil Gupta, who oversees marketing, strategy, government affairs, and CSR at Signify, explains that the company chooses brand ambassadors based on alignment with its core values. “We look for individuals who can mirror our mission of brightening a better world through innovation and technology,” he says.
Mandanna’s popularity is unique. While she started in the southern film industry, she has built a strong pan-India presence, making her an ideal representative for a brand that wants to resonate with consumers nationwide.
EcoLink’s Target Market and Mandanna’s Role
EcoLink, a relatively new brand under Signify, focuses on manufacturing fans and other home solutions. It is positioned as a technology-forward and sustainability-conscious brand, catering to a diverse consumer base.
Gupta notes that EcoLink appeals to two main groups:
- Value-conscious buyers looking for affordable yet reliable products.
- Consumers willing to invest in premium, innovative home solutions.
The company sees Mandanna as a bridge between these segments. “She connects with both young, aspirational buyers and households looking for trusted quality,” Gupta adds.
Balancing Online and Offline Expansion
Despite increasing digital engagement, a large chunk of EcoLink’s sales still comes from traditional retail stores. Gupta says the company will continue investing in physical distribution while also strengthening its presence in e-commerce and direct-to-consumer (D2C) platforms.
The plan involves leveraging Signify’s existing retail network while also expanding EcoLink’s standalone visibility. “We aim to be where the customers are—whether that’s in a physical store, on an e-commerce site, or on social media,” he explains.
How EcoLink Stands Out in a Crowded Market
Unlike many lighting and home appliance brands that focus purely on technical features, EcoLink is taking a more lifestyle-driven approach. The brand recognizes shifting consumer preferences and prioritizes key factors such as:
- Innovation: Consumers today are constantly looking for cutting-edge solutions.
- Sustainability: Shoppers are more inclined to support brands that emphasize environmental responsibility.
- Premiumisation: More buyers are willing to spend extra on superior design and performance.
- Customisation: There is growing demand for smart home solutions that allow personalization.
EcoLink is positioning itself at the intersection of these trends, offering products that blend modern aesthetics with advanced technology.
Major Product Launches on the Horizon
With Mandanna’s endorsement, EcoLink is preparing for a high-profile product launch in 2025. The company plans to introduce a fresh lineup of fans, designed to meet both aesthetic and functional expectations of Indian consumers.
Inspired by natural elements, the new collection will feature premium materials and sophisticated finishes. Gupta believes this will resonate well with buyers who prioritize both performance and style in their home appliances.
The combination of an expanding product portfolio, strategic branding, and a well-connected ambassador puts EcoLink in a strong position to capture a bigger share of the market. With Mandanna’s influence and Signify’s established presence, the brand is set for a significant push in the coming months.
