Amaze launches new brand campaign ‘Hamesha #ReadyToPerform’ starring Cricket Icon & Brand Ambassador Virat Kohli

Amaze, an energy solutions brand by Luminous Power Technologies, has launched a new campaign featuring cricketer and brand ambassador Virat Kohli. The campaign reflects the brand positioning of high-performance and high-quality power backup products that are ‘Hamesha #ReadyToPerform’.

Conceptualised and created by Grey, the campaign was built on the key insight that as the aspirations and purchasing power of emerging India grow, the pursuit of their dreams is being interrupted by power cuts. Under the 'Amaze' brand, the company offers a range of inverters, batteries, and solar products designed to withstand long and frequent power cuts.

The brand’s association with Virat Kohli, known for his reliable performance and long innings, is to reinforce the brand as a reliable and trustworthy energy solutions partner. The campaign film showcases Kohli pushing his limits to perform at his best each day in every aspect of his game, resulting in efficient scoring and endurance in matches.


The film underscores Amaze’s commitment to innovation and quality in delivering superior energy solutions, powering the dreams and aspirations of emerging India with an uninterrupted power supply.

As one of the fastest-growing brands, Amaze is poised to make a significant impact on the energy landscape in India. In a recent press conference, Preeti Bajaj, CEO, and MD stated, “Our target is to triple our growth and customer touchpoints in the next three years.”

Elaborating on the campaign insight, Neelima Burra, Chief Strategy, Transformation, and Marketing Officer said, “The Hamesha #ReadyToPerform campaign exemplifies Amaze's commitment to empowering consumers to excel in every aspect of their lives. The film is based on consumer insight inspiring middle India to break boundaries and chase dreams without the hassle of power cuts.”

The campaign features captivating visuals and videos that showcase Virat Kohli’s commitment to readiness and performance, highlighting the reliability and efficiency of Amaze's inverter batteries.

Through various digital and social media platforms, Amaze aims to engage with consumers, encouraging them to share their stories of readiness and performance using the hashtag #ReadyToPerform.

Amaze's product range combines cutting-edge technology, superior performance, and user-centric design to deliver unmatched value to consumers. Whether it's ensuring uninterrupted power supply during blackouts, maximising energy efficiency with solar power, or protecting critical equipment from power fluctuations, Amaze's new products are designed to empower consumers to always stay connected and productive.

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Disclaimer: This article has been produced by the Amaze team. ET BrandEquity may or may not subscribe to the views produced in this article.