Havells has launched a three-film TV and digital campaign conceptualised by Lowe Lintas and Partners to promote its energy-saving LEDs. One of the films has gone live.
The film features a young woman standing outside a shop as it is about to down shutters, awaiting someone due to pick her up. She is on the phone, asking the person where s/he is, . She tells the person that it is getting dark. Overhearing this, the shop owner, who is about to leave for the day, has the lights in his shop turned on. He gestures to the lady telling her not to worry, and leaves as they exchange a smile. The film ends with a voice over saying, “Jab bill chota ho jata hai, toh dil bada ho jata hai” (When your bill reduces, you become large-hearted).
Vijay Narayanan, VP - marketing, Havells India, said, “The objective of the new campaign was to build an emotional connect with the consumers while communicating the savings benefit of LEDs. In addition to that we also wanted to showcase the wide range of LED products that Havells has to offer.”
Amer Jaleel, NCD, Lowe Lintas and Partners, said, “Havells tries not to tell its loyalists why they should buy a Havells. Unlike the other brands who make a 'sensible' or 'savings' pitch to their consumers, Havells helps you discover what you can do with a Havells LED. So we are telling stories of how people can share light and go beyond the obvious benefits of saving electricity. That's what will build the overall brand franchise for Havells -- 'Happy Lighting'.”
Shriram Iyer, executive creative director, Lowe Lintas, said, “The campaign idea 'Bijli bachaiye, roshni failaiye' (Save electricity, spread the light) allowed us to tell simple stories of how people can touch the lives of others in need through light. 'Generosity comes from prosperity' is a guiding principle for this idea and the life incidents that follow.”
Creative agency: Lowe Lintas and Partners
Creative: Amer Jaleel, Shriram Iyer, Prasad Venkatraman, Abhishek Dey, Nisheeth Srivastava
Business: Syed Amjad Ali, Sonia Upadhyaya, Twishi Pande
Production house: Chrome Films
Director: Manoj Pillai