Mumbai, India — Signify has launched a new marketing campaign for its Ecolink BLDC fans range, positioning the brand as lifestyle products rather than purely functional appliances.
Conseptualised by integrated marketing agency Hashtag Orange, the #FansReimagined campaign focuses on the design and visual appeal of ceiling fans, positioning them as lifestyle products rather than purely functional appliances.
It reflects a broader shift in consumer preferences towards design-led home products that combine aesthetics with performance.
According to the company, the campaign highlights Ecolink’s entry into the BLDC fans category and seeks to differentiate the brand through symmetrical and visually distinctive designs. The film also featured actor Rashmika Mandanna, presenting the fans as elements that contribute to the character of living spaces.
Speaking on the campaign launch, Nikhil Gupta, head of strategy and marketing, Signify, Greater India, said, “With Ecolink, we aim to bring performance, style, and sustainability to every home with our products like our well-received BLDC fans series. Our ‘Fans Reimagined’ campaign reflects the understanding of today’s consumers, who seek products that are efficient, lifestyle-driven, and designed for them.”
Nikhil added, “It marks an important step in strengthening Ecolink’s position as a brand that champions intelligent design and innovation. Partnering with our brand ambassador Rashmika Mandanna again, allows us to bring this vision of smart, sustainable living to life.”
Moreover, Hashtag Orange founder Mukesh Vij said the campaign was developed to challenge conventional perceptions of ceiling fans. “A crucial element in every family’s home is the ceiling fan, often overlooked by many,” he said.
“EcoLink made this vision possible. The campaign started by challenging decades of sameness and asking one clear question: why can’t fans be both beautiful and high-performing? Through targeted problem solving, we crafted an ad that changes how people view their homes while positioning EcoLink firmly at the forefront,” he added.
Amit Shankar, chief creative officer and co-founder of Hashtag Orange, said the campaign aimed to place design at the centre of product differentiation. “While BLDC fans have successfully stirred the market with energy efficiency and performance, the design language of fans has remained largely unchanged, still circular in their form. Technology advances quickly, but an identity based on design builds a longer recall factor.”
“This is where EcoLink steps in. EcoLink BLDC fans bring together a thoughtful blend of design, performance, innovation, and sustainability, elevating everyday comfort while transforming ceilings into visually engaging spaces. With this philosophy, we are reimagining fans with our ‘Ecolink BLDC Fans. Smartly Redesigned.’ Rashmika was hence a natural fit for this idea – modern, expressive, and pan-India in appeal-making her the perfect face as we take this campaign across the country,” Amit added.
The campaign forms part of Signify’s broader efforts to expand the Ecolink brand in India’s home appliances market, with a focus on energy-efficient products positioned around lifestyle and design.
