Top Story


Home >> Advertising >> Article

Lowe tugs at heartstrings for Havells’ fire-proof cables

Font Size   16
Lowe tugs at heartstrings for Havells’ fire-proof cables

What have cables and wires to do with a poor mother preparing food for her children? On first thought, nothing. But Lowe takes an everyday situation and gives it an emotional treatment to get across the message of fire-proof cables and wires from Havells India. The TVC is slated to break in a week’s time and would be seen on properties such as the India-Australia cricket series. R Balki, Chairman and CCO, Lowe India, informed that while the campaign would largely be driven by the television medium, it would be extended to other mediums as well in the subsequent stages.

The new TVC revolves around the proposition of fire-proof wires, and this is one TVC that Balki is excited about. He explained, “The thought process really was that even when the setting is ordinary, simple emotions can make a brand look premium. You don’t need fancy rooms and high-end décor to drive home that point.”

“Once that was in place, we thought of various things that can be done around this. We toyed with the usual plots of bringing out the fire-proof qualities, and then we brainstormed more on the lines of what goes into fire. The idea of a pakkad (tongs) came up and we took the whole thing forward, figuring out things like this,” he added.

Emotion is indeed what Balki has played up in the film. The TVC shows a mother cooking for her two children – a son who is studying and an infant crying. It is not a well-to-do family, but like thousands seen in makeshift homes around construction sites all over the country.

The mother, who is making chappatis on a tawa, burns her fingers every time she has to flip the chappati. On seeing her plight, the son goes to an area where some construction materials are lying around. He picks up some cable and twists it into a pair of tongs and gives them to his mother, who is touched by his gesture and uses them to prepare the rest of the chappatis.

The film captures the wire-made-tongs flipping the roti in the fire, thus further reinforcing the product attribute of fire-proof cables with the voice-over, “Havells, wires that don’t catch fire”.

The film has been produced by Red Ice Films and directed by Gauri. The turnaround time for the film was around a week.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign