Standard, a brand of Havells India Limited has launched three new TVCs featuring their brand ambassador, actor Alia Bhatt. Standard wanted to position itself as a company that’s built for the young and energetic. To carry forward this imagery, they positioned themselves as “Built for Young Energy”.
In the three TVCs developed by Mullen Lintas, Bhatt is shown setting up her new home in the first film and consecutively in the other films she’s all settled in with the help of products by Standard.
In the first TVC, Alia Bhatt has bought a new house and is having a look at it with her interior designer and a contractor. She plans for her home, placing post-its everywhere in the house indicating where different electrical appliances like TV, hair dryer, lamp, etc. will be placed.
The brief given to Mullen Lintas was to build on the fact that Standard products are made for young energy.
In the second TVC, she has shifted in to her new home and throws a house warming party for all her friends and she plays around with Standard switches for a disco effect. Directed by Gauri Shinde from Offroad Films, the film showcases her attention to the different stories all leading to one main story of built for young energy - Standard.
Shriram Iyer, National Creative Director, Mullen Lintas explained, “The three stories that we have done are about a young, successful girl who is moving into an apartment, setting it up and has a house warming party, in due course of time, she is discovering new ways to use these products in her life. These films showcase the seamless integration of the Standard products in Alia’s life.”
Commenting on the TVCs, Anil Rai Gupta, Chairman and Managing Director, Havells India Limited said, “She truly represents the ‘Young Energy of India’ which will be the new positioning for the brand. We firmly believe in fulfilling the aspirations of modern day consumers who are confident, independent and do not want to settle for less. She aptly represents our brand’s ideology of style with substance and is a perfect blend of everything that the brand stands for.”
The TVC is being aired on general entertainment channels and on the ongoing India-South Africa series and is released in Hindi, Gujarati and six other regional languages.