Havells Wires has unveiled its latest communication that takes the core message of 'Wires that don't catch fire' to the next level.
Conceptualised by Mullen Lintas Delhi, the campaign specifically targets the South Indian market. The idea is built around Puliyattam, an art form practiced in South India which is showcased mainly during the festival season. The campaign is centered around the insight that a functional benefit such as a fire-proof wire, when shown through a topical conversation, makes the communication seem more relatable and believable.
The film launched by Havells, as part of the integrated marketing exercise, puts across the message of ‘Wires that don’t catch fire’ in a unique manner. The film has been launched on the online platform for now and will roll out on other popular platforms soon. It has been customized for audiences from different markets across India and will be played in a language known to that market.
Explaining the rationale behind the new film, Ajay Shankar, VP - Marcom, Havells India, said, "Our strength has always been the ability to create powerful stories that not only bring out the product benefit, but also touch upon the larger societal context and appeal to the prevailing sensibilities of our consumer. Wires have been a low involvement product for the end consumer and they have usually depended on the recommendations of influencers such as contractors and electricians. However, Havells has managed to build a strong emotional connect with the consumer through its powerful and memorable commercials and in the process, built an equity for the category with the consumers. For this film too, we chose to tell a story that borrowed from a popular southern art form and added a sense of drama and vibrancy to create a visual spectacle. We are excited and confident that this commercial will not only capture the imagination of our consumers in the South, but delight audiences across regions and reinforce our category positioning of ‘wires that don’t catch fire’.”
In keeping with the core idea, the film has been shot in the interiors of Tamil Nadu. The art form shown, i.e. Puliyattam, is often treated as a battle between a hunter and the tiger, and this is where the ad team chose to take the battle to the next level. The film showcases how the tiger is fighting against a deadly fire-breathing dragon with his tail. It is only later that the viewer’s realize that the tail was designed using Havells Wires.
Sharing his thoughts on the creative approach behind the film, Shriram Iyer, National Creative Director, Mullen Lintas, 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. We want Havells to become a channel, where every communication is something that people are looking forward to. We needed to take the thought of ‘Wires that don’t catch fire’ down South and we wanted it to resonate with the locals. Set in Tamil Nadu, this film brings out a unique cultural form, Puliyattam, the dance of the tiger.”
Commenting on the film, Syed Amjad Ali, Executive Director, Mullen Lintas Delhi, said: “Havells Wires needed much wider appeal in the southern market, similar to that in the North. Hence, this communication was dedicated to them. And as an evolutionary process, we were able to take ‘Wires that don’t catch fire’ to another level. This piece will create huge affinity for the brand in that region, and make it exceedingly relevant.”
The film is directed by Vasan from Absolute Films.
Agency - Mullen Lintas
Creative - Shriram Iyer, Prasad Venkatraman, Sarabjit Singh, Arvind Murali
Account Management - Syed Amjad Ali, Krk Ganesh, Aashiq Gesni, Dimple Mittal
Planning - Ekta Relan
Production House (Director) - Absolute Films (Vasan Bala)