In a bid to further fortify its presence in a competitive market, Havells has launched a series of new TVCs for its range of products spanning CFLs, MCBs and fans. Lowe Lintas is the creative agency behind the campaign. Gauri S has directed the TVC, while Red Ice Productions is the production house.
The first TVC in this campaign is for Havells’ CFL bulbs, which went on air on October 22. Lowe Lintas has brought out an interesting angle to how bulbs are associated with wastage of energy. Yet, most Indian households still use these bulbs. In the execution, attempt has been made to brand bulbs as something uncool and epitomising wastage.
Vijay Narayanan, Head of Marcom, Havells India, explained, “Cleary, the fight is against the incandescent bulb, which consumes huge energy and is against saving energy. While the competing brands still operate in the CFL space, the market to attack is clearly the bulbs segment, which is far bigger than the CFL market. At the same time, it also connects with the environment friendly message to the consumers.”
The TVC describes that the market has already warmed up to products that are energy efficient, and more relevant in the CFL category. The task was to differentiate Havells CFL from any other CFL. The advertising strategy is to communicate that Havells CFL saves energy. However that wasn’t something unique in the category, the challenge, therefore, was to say ‘savings’ in a differentiated way. The serious intent through this communication was to create a property by calling an act of wastage as ‘bulb’.
Uday S Rao Creative Head, Lowe Lintas, pointed out, “People change their habits for the fear of getting ridiculed for those habits by people known or unknown to them. That is the insight that we tapped on. For example, a person who is a slow thinker or slow in responding hates being called a tubelight, similarly we decided to create the fear of being called a bulb when one is caught wasting, thus making bulb synonymous with wasting energy.”
Havells has also come up with a campaign for its MCBs with the tagline ‘Shock Nahin Laga’. Though the earlier campaign, called ‘Shock Laga’, was quite memorable and had a very good connect with the consumers, it needed newness, said Narayanan.
The TVC describes Havells is the largest manufacturer of MCBs. In order to maintain leadership in a low involvement category, it needed to continuously maintain its presence, amplify its benefit, and own the entire space of shockproof life.
Advertising strategy was to develop a very clear visual identity of raised hair and is well remembered as the ‘Shock Laga’ ad. However, it needed freshness. Lowe Lintas brought out an interesting angle that people who are apprehensive about electric shocks wear a rubber slipper before handling any electrical object. However, with a Havells MCB in the house, one need not wear rubber slippers.
The ad is seen as the next step in circuit breakers category and establishes a clear departure of hair raising (‘Shock Laga’), and now intends to establish a simple thing ‘Shock Nahin Laga’, that with Havells MCBs in the house, one can lead a shock proof life.
Lowe Lintas’ Rao observed, “Once bitten twice shy. A person who experiences an electric shock once would be doubly careful before touching an electrical point or an equipment, that was the insight that we caught on to. But we turned it on its head to come up with a funny commercial that shows a guy who is never scared of electrical shocks since he is rest assured of the protection that he enjoys in his home with Havells circuit breakers (MCBs).”
For Havells Fans, the tagline ‘Yeh uparwala zaroor bachayega’ has been adopted. “Havells is the first fan brand to launch energy saving fans in the country. In an age and time of energy conservation, it needed to solidify its positioning. This time though, the energy saving concept needed to be driven home in a rather easier way,” explained Narayanan.
The advertising strategy was to position Havells fans as energy saving fans, while the other players in the category speak on comfort or speed. The challenge, therefore, was to find yet another interesting idea to communicate energy savings. Lowe Lintas conceptualised the tagline ‘Yeh uparwala zaroor bachyega bijli’ for the ad for Havells fans to bring out this point. Havells first communication in this direction was the ‘Bijli Bachao’ communication.
Rao explained, “We all look skywards when we need to be saved, that is the simple insight that we picked on to draw attention to the range of energy saving fans. Since the physical position of the ceiling fans happen to fall in the path of that skywards look, the message of the one above who saves was a charming fit.”