Luminous Power Technologies has unveiled a new brand campaign featuring cricket legend and long-time brand ambassador Sachin Tendulkar to promote its EDGE Portable Power Series, as the company seeks to strengthen its presence in India’s rapidly expanding portable power solutions market.
The campaign highlights the growing demand for portable energy solutions as consumers increasingly embrace outdoor recreation, road trips, hybrid work, content creation and adventure travel. Through the campaign, Luminous positions the EDGE Portable Power Series as a lifestyle companion that delivers reliable power beyond traditional home backup applications.
Campaign focuses on outdoor lifestyle
Set in a camping environment, the brand film features Tendulkar enjoying outdoor activities with friends while using the EDGE Portable Power Series to power appliances and gadgets. The campaign showcases the device running an induction cooktop and mixer grinder for outdoor cooking, while also charging smartphones, laptops, cameras and drones.
The film also demonstrates the entertainment capabilities of the EDGE GO, including its built-in Bluetooth speaker, wireless microphones for karaoke and dedicated guitar amplifier input, reinforcing the product’s positioning as both a power source and an entertainment device.
Expanding beyond backup power
Luminous said the campaign reflects its strategy of extending energy solutions beyond conventional backup applications to cater to evolving consumer lifestyles.
Luminous Power Technologies Managing Director & CEO Vivek Abrol said the company sees significant opportunities in lifestyle-oriented energy solutions as India’s energy landscape evolves.
“The EDGE Series represents everything Luminous stands for—reliable technology, consumer-centric innovation, and the freedom to live life uninterrupted. It’s not just about powering devices; it’s about powering moments, memories and shared experiences,” he said.
Lifestyle-driven energy solutions
Luminous Power Technologies Senior Vice President, Chief Strategy & Marketing Officer and Business Head, Omnichannel Retail and International Business Neelima Burra said consumers are increasingly looking for energy products that integrate seamlessly with travel, entertainment and creative pursuits.
She said Tendulkar’s association with the campaign reinforces the values of trust, consistency and performance that the company wants the EDGE series to represent.
Sachin Tendulkar said the campaign captures the joy of spending time outdoors with family and friends while highlighting how portable energy solutions can enhance such experiences.
EDGE GO features
The Luminous EDGE GO is powered by lithium-ion battery technology and offers more than 3,000 charge cycles. The device supports fast charging, reaching full capacity in about 90 minutes through the company’s smart inverter fast-charging technology.
The portable power station can power more than 90 types of appliances simultaneously, including cooking equipment, power tools, consumer electronics and creative devices. It also features IP34 splash protection, a fire-resistant casing and solar charging capability, making it suitable for outdoor use.