Save energy, wash your sins: Lowe Lintas' new campaign for Havells

Havells has released a new TV commercial for its range of energy saving bulbs. The campaign, which goes on air today, will also be visible during the first five days of the DLF IPL's third season.

Lowe Lintas is the creative agency for Havells.

The creative idea for the TVC lends itself to the phenomenon of human beings cutting down on their guilt, washing away their sins, by doing something good in life.

The idea comes to life through a hangman who is overcome by guilt after pulling the lever on an accused. While he is emotionally troubled by this act, he realizes that he uses a CFL which saves energy and therefore the use of that bulb amounts to something good he's done in his life, something that's good for the environment. That makes him feel better. He resumes his normal course of activities.

The point gets demonstrated by the voiceover: Zindagi mein hum sabko paap karna padta hai, toh kyun na punya kama le...bijlee bacha ke. Havells CFL sabse zyada bijlee bachaaye. (In life, everyone commits sin. Why not wash away your sins by saving electricity? Havells CFL. Saves maximum energy.)

View TVC here

Vijay Narayanan, head of marketing, Havells said, "All CFL bulbs save energy and conservation of energy is something that every commercial for CFL lighting devices would talk about. So the challenge was to say it differently. In this commercial, we've positioned Havells CFL bulbs as a way to get rid of guilt, to overcome sin."

Narayan added, "The communication is hugely clutter-breaking and brings a completely new perspective about CFLs."

CREDITS

Chairman: R Balki
Senior VP: Syed Amjad Ali
Creative director: Udayashankar Rao
Brand services director: Rohan Tandon
Planner: Anurag Prasad
Brand services manager: Sonia