Havells India has released a campaign for its Magnatron Water Heater.
Conceptualised by Mullen Lintas, the film reveals that the heater uses an induction based heat transfer technology, which helps heat water instantly resulting in power saving. It states that the (lack of) power one uses during a shower using this heater could benefit others by providing electricity for them.
Ravindra Singh Negi, president - electrical consumer durables, Havells, said, “Havells has been consistently working on introducing novel and unique technologies and innovations in the market across all its product categories. Magnatron is one such technological innovation in the water heater category. It is India’s first water heater with Induction based heat transfer technology (iHTT) that aims to create a new segment in the Water Heater category itself which is different from the existing heating element-based heating technology. The iHT technology heats water super-fast and saves electricity further bolstering the Havells Water Heaters larger promise of a shower that saves power.”
Azazul Haque, chief creative officer, Mullen Lintas, said, “The idea was to make the Havells Magnatron stand for a cause and not sell a technology. It's a high-end Water Heater with extremely superior technology but instead of nudging customers to buy a technology we wanted them to believe in a purpose. The purpose of saving electricity as the product because of its IHT Technology heats water really fast so that power saved in every shower might get used for the betterment of those who don't have enough access to electricity.”