Havells Appliances has taken a bold step by telling the Indian audience that it is time everyone starts respecting women. Gone are the days of conventionalism, and gone are the days of male chauvinism.
The brand has launched a new campaign, which plays on a simple insight that in India women don’t have a voice of their own despite playing multiple roles.
The kitchen appliances communication, created by Lowe Lintas, seeks to break this norm and requests people to respect women’s individuality. The communication is aimed at changing the worldview that women aren’t about just marriages or parental approvals or surrendering to household chores, but beyond that. The campaign signs off as “Havells Appliances. Respect Women.”
The communication developed by Lowe Lintas is an effort to change the nation’s perspective towards women. The task is also to take this thought to the next level by engaging women and general citizens of the country to participate and spread it. The brief to the agency was to establish Havells appliances in the market and connect with consumers beyond functionality.
The film has been directed by Gauri Shinde of ‘English Vinglish’ fame.
Six ads have been designed for different appliances, including mixer grinder, juicer, iron, coffee maker, and airfryer.