Havells LED showcases how generosity comes from prosperity

Conceptualised by Lowe Lintas Delhi, the campaign is based on the simple human insight that when we save money, we tend to become more giving and lend a helping hand to others

BestMediaInfo Bureau | Mumbai | April 28, 2015

Click on the image to watch the TVC.

Amidst the noise of competitors in the LED lights space, Havells decided to advertise their range in a unique manner by keeping the focus on savings – a primary consumer benefit of LED lamps. The new campaign developed by Lowe Lintas Delhi showcases the complete LED range offered by Havells. The communication is based on the simple human insight that when we save money, we tend to become more giving and lend a helping hand to others.

Last year, Havells came up with 'Gift an LED' campaign during the festive period, which helped in setting up Havells LED as an ideal gift for the season. This time around they are back with a new campaign which talks about how one can light up other people's lives using Havells LED.

The new television campaign shows the key protagonists helping those in need by using Havells LED lights. Real life situations that light up the heart and soul were created. In one TVC, a little girl lends a helping hand to a poor kid to study at night by keeping her LED lamp switched on through the night. In another TVC, a shop owner volunteers to help a woman who happens to be waiting for someone outside his shop by switching on the LED lights in his shop. In the third TVC, the CEO of a company brings happiness to two young girls who are playing at an open space outside his office.

Throughout the three TVCs, the core thought is – 'Jab bill chhota hota hai, toh dil bada ho jaata hai'.

Explaining the rationale behind the campaign, Vijay Narayanan, VP - Marketing, Havells India, said, “The objective of the new campaign was to build an emotional connect with the consumers while communicating the savings benefit of LEDs. In addition to that, we also wanted to showcase the wide range of LED products that Havells has to offer.”

Amer Jaleel

Amer Jaleel, NCD, Lowe Lintas + Partners, commented, “Havells tries not to tell its loyalists why they should buy a Havells. Unlike the other brands who make a 'sensible' ?or 'savings' pitch to their consumers, Havells helps you discover what you can do with a Havells LED. So, we are telling stories of how people can share light and go beyond the obvious benefits of saving electricity. That's what will build the overall brand franchise for Havells – Happy Lighting.”

Shriram Iyer

Shriram Iyer, Executive Director – Creative, Lowe Lintas, added here, “The campaign idea – 'Bijli bachaiye, roshni failaiye' – allowed us to tell simple stories of how people can touch the lives of others in need through light. Generosity comes from prosperity – is a guiding principle for this idea and the life incidents that follow.”

The campaign will be seen online, including social platforms, and offline through television on key channels.

The TVCs:

Havells LED Saree Shop:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Lowe Lintas + Partners

Creative Team: Amer Jaleel, Shriram Iyer, Prasad Venkatraman, Abhishek Dey, Nisheeth Srivastava

Business: Syed Amjad Ali, Sonia Upadhyaya, Twishi Pande

Producer: Chrome Films

Director: Manoj Pillai

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