Havells has rolled out a series of campaigns for its ‘energy-saving’ products such as MCBs, fans and CFL bulbs. Titled “Bulb waste karta hai”, the Lowe-created campaign aims to differentiate Havells CFL bulbs from other CFLs in the market.
“Clearly the fight is against the incandescent bulb which consumes huge energy, and is against saving energy. While the competing brands still operate in the CFL space, the market to attack is clearly the bulbs segment which is far bigger than the CFL market. At the same time, it also connects with the environment friendly message to the consumers,” said Vijay Narayanan, head of marcom, Havells India.
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While the primary objective of the campaign was to communicate that Havells CFL saves energy, the proposition wasn’t something unique in the category. “The challenge therefore was to say savings in a differentiated way,” said Uday S Rao, creative head, Lowe Lintas.
Built around the concept that bulbs are associated with wastage of energy, the campaign brands regular bulbs as “something uncool.”
“The serious intent through this communication was to create a property by calling an act of wastage as ‘Bulb’,” said Rao. “People change their habits for the fear of getting ridiculed for those habits by people known or unknown to them is the insight that we tapped on. For example, a person who is a slow thinker or slow in responding hates being called a tube-light similarly we decided to create the fear of being called a bulb when one is caught wasting, thus making bulb synonymous with wasting energy.”
The film has been directed by Gauri S and produced by Red Ice Productions.