HPL has rolled out a TV campaign for its range of wires. The campaign consists of three light-hearted TVCs conceptualised by Underdog.
One of the films shows a man trying to style his facial hair in different ways. From a thin moustache to a goatee to a French beard, he tries it all. But a woman's voice ridicules each of the styles, prompting him to try out another. He finally settles on a look. As he turns around, a man in a HPL shirt appears out of nowhere and calls him 'Genghis Khan', poking fun of his chosen moustache style. The new entrant says 'Muchon ki itni hifazat, aur ghar ki hifazat kisi aur pe laga di? Ghar pe lagayein HPL Wires.' (So protective about your beard, but left the protection of your house to someone else? Use HPL Wires at home).
Another film features a couple looking for a watch dog for their house. The two are bickering about the type of dog they want at a facility where several pets are lined up. Just as the duo agree on a dog, the HPL messenger pops up questioning the safety of the wires in the house and pitches HPL Wires.
A third film is set in an office. A manager is pretty choosy about the kind of guards he would employ. The message is that he hasn’t exercised due diligence in the selection of the wires, leaving it to someone else.
Lalit Seth, MD, HPL, said, "When we were thinking about the proposition what struck us the most was how distant the average consumer is from the decision making process on the selection of wires. Our idea, was to bond with him through this campaign, by making him feel responsible for his actions, or as may be the case, the lack of it."
Gautam Seth, director, HPL, added, "We thought about this long and hard. How do we inject immediacy and enthusiasm for a category that is not so very consumer-facing and is in fact not even in the end buyer’s list of priorities just when he is preparing to move into a home. Mostly, people leave that decision to the ‘experts’; in this case, the contractors or the electricians, even the builders. This lighthearted campaign which actively makes the consumer a stakeholder in the decision making process, is a focused attempt to tell them why this all-important decision should never be allowed to slip from their grasp."
Vikram Gaikwad, co-founder, Underdog, said, "While the safety of a home is no laughing matter we deliberately opted for a light-hearted treatment in this series so as to make the ultimate message memorable. The metaphors work because they are borrowed from the everyday and make it so much more relatable."
Vistasp Hodiwala, co-founder, Underdog, added, "The stories have an interesting, unsuspecting quality to them so as to draw the viewer in, but rounds off in a manner which makes you question your ignorance about the category. This is a campaign that we hope will grow on the audience because the stories are engaging on repeat viewing."
Credits:
Client: HPL India Limited
Agency: Underdog
Director: Shamik Sen Gupta
Production House: Eklavya Motion Arts
Producer: Prashant Gaikwad
