Lowe Lintas have found their formula for success when it comes to the Havells campaign. Whether they are creating content for ceiling fans, home appliances, power saving lighting fixtures, or in the most recent case, fireproof electrical wires, the advertising agency have found the right balance between emotional and relevant.
Explaining the rationale behind the new film, Vijay Narayanan, VP-Marketing, Havells India Limited said, “The objective was to reinforce the product proposition of ‘flame-retardant wires’ by means of a powerful emotional story which connects with the consumers.”
To view ad film:
The story for the latest creative is set on a cold, winter morning at Dal Lake, Kashmir. A daughter rows a boat across the lake to deliver food in a lunch box for her hardworking farther. By the time she reaches, the food is almost cold. Fearing that the food will become inedible once it’s cold, she urges her father to eat immediately. But her father bogged down by work, shirks her away. Undeterred the girl continues urging her father, but eventually gives up and leaves. But before leaving she uses Havells wires as an apparatus to heat the food. The film ends with the tag line ‘Wires that don’t catch fire’.
Sharing his thoughts on the creative approach behind the film, Amer Jaleel, National Creative Director, Lowe Lintas + Partners said, “We consider each category piece on Havells as a mother brand piece. Although this is about a specific benefit of wires it feeds into the Havells brand. These days some brands are also channels. What will emerge from Havells is something that people are looking forward to. In that light we wanted the wires work to add to the emotional equity on Havells. We try to be simple and real and somewhere we wanted the brand to be viewed as being a part of lives in every part of the country. Set in Kashmir, the little story echoes every girl’s feelings for her dad.”
As it has done with its past campaigns, the brand has leaned on an emotional tale to lend across its message to the general populace. The strategy being that a functional benefit such as a fire-proof wire when shown through an emotional angle makes the communication seem more relatable and believable.
Current the film is live on digital platforms and will be on-air across major television channels soon.
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Prasad Venkatraman
Account Management: Amjad Ali, Sonia Upadhyaya, Abhishek Jain, Twishi Pande
Planning: Anurag Prasad
Producer: Crazy Few Films
Director: Anupam Mishra