Havells releases new wires that dont catch fire campaign

The campaign has been conceptualized by Soho Square, an Ogilvy Group tagline

e4m by exchange4media Staff
Updated: Aug 7, 2018 4:02 PM

FMEG company Havells is ready with their latest ad for their heat resistant, flame retardant wires.

Taking forward the much-remembered product attribute of ‘wires that don’t catch fire’, Soho Square (an Ogilvy Group company), in their debut film for Havells, sticks to the brand’s popular emotional story-telling space but with a refreshing take. A charming tale of friendship or perhaps the innocence of first love – call it what you will. The ad set in a children’s camping trip and has many heart-warming moments. As with previous ads, the Havells wire of course has a key role to play in the story that unfolds.

The film has been directed by Amit Sharma of Chrome Pictures and shot in Himachal Pradesh.

Speaking about the commercial, Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia, said, “In our first Havells ad, wires that don't catch fire prevent a young heart from getting hurt. A memorable film for a memorable brand.”

Sumanto Chattopadhyay, Chairman & CCO, Soho Square, said, “It is a challenge and a pleasure to work on an iconic brand with a history of memorable advertising. We believe that this latest refresh of the Havells wires campaign has the right ingredients to catch on with consumers.”

Amit Tiwari, Vice President, Marketing, Havells India Ltd, said, “Havells has been an image and market leader in the wire category business, and communication has been integral to the brand. Havells ‘wires that don't catch fire’ has been an iconic campaign over the years. This year the task was to take it further and strengthen our positioning. We have always chosen emotional stories to convey our message and this time too we were looking for a story that is universal.”

Tiwari added, “Soho Square India shared a beautiful story of children, which had the innocence that we think will make it appealing across, stories from childhood that we can all relate to.”

The film will be extensively visible on television. Below is the long format of the campaign created for digital and cinema. The campaign goes live on the 7th of August.

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