Luminous Power Technologies is expanding its media footprint in the Connected TV space. The energy solutions brand has joined Sony LIV as a co-powered sponsor for Family Full House with Rohit Sharma, a family entertainment game show hosted by Indian cricketer Rohit Sharma.
The partnership taps into the shift toward digital-first viewing and gives Luminous a way to build greater familiarity with solar among Indian households. For the brand, this is not simply logo visibility. It is an attempt to move solar from a technical, considered purchase conversation into an everyday family entertainment environment.
Why Luminous is investing in entertainment
Luminous is in the middle of a broader transition from a power backup company to a consumer energy solutions company. Solar is a key priority in that evolution, with focus on residential rooftop solar and small commercial and industrial applications, along with building capabilities in energy storage.
“Increasing awareness and understanding of solar will be critical to accelerating its adoption,” said Vivek Abrol, MD and CEO, Luminous Power Technologies.
Abrol added that the company is investing in technology, manufacturing and energy storage to serve consumers more comprehensively. The Sony LIV partnership, in this context, is a brand-building layer designed to take the solar conversation to a wider consumer audience.
What the Connected TV play signals
Sony Pictures Networks India sees the show’s family format as an opportunity for brands to play a meaningful role within the entertainment experience. Ranjana Mangla, Head – Digital Ad Sales and YouTube Business, Sony Pictures Networks India, said the Rohit Sharma-hosted property gives brands a way to become part of family viewing rather than interrupting it.
For marketers, the sponsorship is a signal that Connected TV is now being used for more than performance campaigns. In categories such as solar, where awareness, trust and cost clarity are bigger barriers than product discovery, entertainment-led brand building can do useful work before the consumer enters research mode.
- Audience fit: A family game show reaches multiple decision-makers watching together.
- Category challenge: Solar adoption needs familiarity before consumers compare products, financing or installation.
- Brand transition: The sponsorship supports Luminous’s shift into consumer energy solutions beyond backup power.
- Platform shift: Connected TV placement matches where Indian families are increasingly consuming long-form content.
The execution will decide impact
Neelima Burra, SVP – Chief Strategy and Marketing Officer, Luminous Power Technologies, said the association reflects the company’s ambition to bring solar closer to Indian households as families discover and engage with content on Connected TV. That framing points to a clear strategic objective: relevance rather than immediate response.
Marketers evaluating similar CTV sponsorships can use the same test. If the category requires education and trust, choose an environment that normalizes the product. If the goal is immediate conversion, pair the sponsorship with retargeting, second-screen assets or measurable lead capture. Luminous appears to be choosing the awareness-first route—and the family entertainment format is a logical fit.
Source: MediaNews4U
