Cellecor signs Kriti Sanon for festive TV and washer films

Cellecor Gadgets Limited has signed Bollywood actress Kriti Sanon as the face of its festive campaign, pairing her with the two categories where the brand most wants to convert household buyers: televisions and washing machines.

The move lands as the consumer durables market heads into its most competitive selling season, when brands fight for upgrade buyers and first-time owners alike.

01 · Two films, two distinct jobs

Instead of one hero spot, the collaboration runs as two separate commercials under the integrated campaign ‘Gali Gali Cellecor’. Each film is built around a different moment in the purchase journey.

The television commercial leans into Cellecor’s QLED technology, 4K picture quality, cinematic sound and smart connectivity. The washing machine film does double duty: it showcases the product while foregrounding the brand’s network of service centres, distributors and retail partners.

That structural choice matters. For a consumer durables brand courting value-conscious households, after-sales reassurance is often the real barrier to purchase – not the spec sheet.

02 · A star power build toward Tier 2 and Tier 3 trust

The association is aimed at strengthening Cellecor’s connect with Indian consumers and extending its reach across markets. Ravi Agarwal, Founder and Managing Director of Cellecor Gadgets, frames the purpose as “to make technology accessible to more Indians through products that deliver meaningful value”.

He positions the Kriti Sanon collaboration as a meeting of ambition and perseverance, while emphasising Cellecor’s growing presence in Tier 2 and Tier 3 markets – built on affordability, quality and innovation.

Kriti Sanon, for her part, aligned the collaboration with Cellecor’s focus on bringing products closer to consumers across diverse markets.

03 · What the campaign gets right

• Two product-specific films replace one generic celebrity spot.
• The TV film sells the experience: 4K, cinematic sound and smart connectivity.
• The washer film sells confidence: service, distribution and retail reach.
• One campaign line carries both stories across platforms.

04 · Why this matters for brand leaders

Adworth Media produced the films. Yuvraj Mittall, its Managing Director, describes the brief-to-screen process as collaborative – one where Sanon’s natural ease met Cellecor’s clarity of vision. That clarity shows in scripts that stay anchored to product specifics instead of drifting into generic celebrity gloss.

For CMOs, the lesson is structural, not star-driven. A celebrity buys attention, but the film architecture does the selling. A star stretched across categories adds reach; a star mapped to a specific purchase barrier adds persuasion.

Marketing take: Borrowed fame opens the door; the film behind it has to close the sale.

Source: MediaNews4U

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.