Havells India has launched a campaign titled ‘Wires that Don’t Catch Fire’, to highlight the importance of using high quality wires for the safety of loved ones. Conceptualised by Mullen Lintas, the film aims to strengthen the product’s superiority and promise of safety, by introducing Halogen Free Flame Retardant (HFFR) wires that do not release black smoke and harmful toxic gases.
The film showcases a small boy who believes that there is a ghost in his house who always keeps him safe by doing things like - putting a row of pillows on the bed’s edge and switching the lights on automatically when he enters a room. He narrates instances while trying to make a figurine out of wires that looks like a friendly ghost, without realising that it actually is his father, who does all those things. The film tries to draw parallels between the fact that just as the father’s actions are invisible, so are the wires that keep the home safe, while hiding inside walls.
Arvind Agrawal, senior vice president, Havells India, said, “Havells is one of the key players in the wire category business, and consumer’s safety has always been our top priority. Keeping this in mind, we are promoting Halogen-free flame retardant (HFFR) insulated wires and educating our consumers the benefits of the products. Havells was among the first few companies to get BIS licence. The launch of our new campaign is in line with our commitment to electrical safety while highlighting the advantages of using HFFR wires.”
Rohit Kapoor, executive vice president – marketing, Havells India said, “Wires that Don’t Catch Fire’ has been an iconic proposition over the years, and we are delighted to expand the narrative with yet another appealing ad film. The film highlights bonding between a father and his son, who acts like a protector who looks after the safety of his child in a similar way as Havells wires keep our homes safe. The campaign beautifully captures the essence of overall electrical safety by showcasing an emotional storyline in a simple yet playful narrative.”
Garima Khandelwal, CCO, Mullen Lintas, said, “Sometimes what we do to protect our loved ones goes unseen to them, that’s the parallel we drew with Havells wires, which once engulfed in the household structure, protect the house without being visible. Our story is told through a child who thinks there is a ghost in the house that’s his buddy that protects him, but it was all along his dad, who did everything to proactively safeguard his child, there was never a ghost to begin with. We wanted to celebrate the dads and the things they do, always thinking about their family’s safety with this new narrative on wires.”
The campaign is running across TV and digital.