Havells embeds proposition into another endearing story
Watch the film conceptualised by Lowe Lintas + Partners here
Jul 08, 2015 08:53:00 AM | Video | Campaign India Team
Havells has rolled out an ad film conceptualised by Lowe Lintas + Partners. The film is currently running on digital and will soon be seen on TV as well. The film talks about the fire-resistant nature of Havells wires.
Set in picturesque Kashmir, it opens on a cold, winter morning on the Dal Lake. A girl rows her boat across the lake to deliver food to her father who is busy at work. She tries to shield the food with her clothes to make sure it remains warm for her father. When she reaches her father, she runs towards him excitedly, but engrossed in work he asks her to go away.
Sitting in a corner, she again checks if the tiffin box is warm and calls out to him when she realises that the food is getting cold. Not getting a response, she takes matters into her own hands and walks into the adjacent room and rummages through the materials there till she comes across a Havells wire.
The film cuts back to the father who has just about finished his work. He turns around to look at for his daughter and the tiffin box. He sees her rowing away on the boat. He sees that she has used the wire as a hanger to heat the food over a fire, and is moved to tears.
The film ends with a shot of the food being heated and a voiceover that says, “Wires that don’t catch fire.”
Amer Jaleel, national creative director, Lowe Lintas + Partners, said, “We consider each category piece on Havells as a mother brand piece. Although this is about a specific benefit of wires it feeds into the Havells brand. These days some brands are also channels. What will emerge from Havells is something that people are looking forward to. In that light we wanted the wires work to add to the emotional equity on Havells. We try to be simple and real and somewhere we wanted the brand to be viewed as being a part of lives in every part of the country. Set in Kashmir, the little story echoes every girl’s feelings for her dad.”
Vijay Narayanan, VP–marketing, Havells India, said, “The objective was to reinforce the product proposition of ‘flame-retardant wires’ by means of a powerful emotional story which connects with the consumers.”
Creative agency: Lowe Lintas + Partners
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Prasad Venkatraman
Account management: Amjad Ali, Sonia Upadhyaya, Abhishek Jain, Twishi Pande
Planning: Anurag Prasad
Production house: Crazy Few Films
Director: Anupam Mishra