Havells new campaign takes emotional route

The new TVC to show “wires that don’t catch fire” is conceptualized by Lowe Lintas; watch the TVC here.

Neha S | Delhi | April 26, 2011

Havells India has launched a new campaign for its Havells wires to reinforce the positioning of flame –retardant wires and cables, and keep occupying this platform strongly. Conceptualized by Lowe Lintas, the campaign includes a TVC.

Havells and IPL are synonymous, as there is blitzkrieg of fresh & memorable advertising from the brand. There is yet another wires ad that consumers would enjoy during the current season. Basically, in a fairly low involvement category where the consumers largely rely on the advice of the electrician/electrical contractors, it becomes imperative to create a communication compelling enough to generate recall.

The new wire film created by Lowe Lintas is rooted in “wires that don’t catch fire” thought. Once again, the task was to reinforce the positioning of flame –retardant wires and cables, and keep occupying this platform strongly. The film does it so beautifully by means of a heart tugging story of a mother and son interaction during a “griha pravesh”. Where Havells wire play an important role in order to make the story and the relationship very emotional and endearing.

Credits :

Creative: R. Balki, Amer Jaleel, Deepesh Jha

Planning: Anurag Prasad

Business: Syed Amjad Ali, Sonia Upadhyaya

Producer: Lintas Productions

Director: Manoj Tapadia

Info@BestMediaInfo.com

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