Havells has released a brand campaign to highlight its range of energy-efficient products. The TVC created by Lowe Lintas and Partners went on air on 30 December 2012.
The film revolves around a character ‘Bijli Baba’. Baba draws draws from lightning and gets charged up. He then uses this ‘power’ to get everything from street lights to the name board at an electricity sub-station to a salon to table fans working. He is shown providing electricity to the lives of the common people, thereby acquiring a following of people with their appliances. The film ends with the voice over: “Kaash bijli baba har jagah aa sakte. Tab tak use Havells, save bijli. Please Baba.”
“On the campaign, R Balki, chairman and chief creative officer, Lowe Lintas and Partners, said, “Bijli Baba was a fun way to look at Havells’ energy saving commitment. Most ads in this area are so serious, almost sounding missionary in nature. We just said it that if there was a mythical character who could produce electricity at will, then we never have worry about saving energy... till then let us be responsible. Instead of making people feel guilty all the time, we felt it’s better to make them laugh at the foolishness of not using energy saving products... and switch to sensible options... like Havells."
The campaign will extend to print and digital media; and will also have visibility at points of sale.
Client: Havells Wires
Creative agency: Lowe Lintas and Partners
Creative team: Amer Jaleel, Shriram Iyer, Mohit Arora
Planning: Anurag Prasad
Business team: Syed Amjad Ali, Aayushi Agarwal, Sonia Upadhyaya
Producer: Lintas Productions
Director: R Balki