Shephali Bhatt
Jul 12, 2012

Havells promises idlis 'as soft as flowers' in new campaign for mixer grinder

WATCH the TVC created by Lowe Lintas

wide player in 16:9 format. Used on article page for Campaign.

Havells has launched a range of mixer grinders, expanding its ambit in home appliances. Lowe Lintas has conceived a campaign to illustrate that the batter created by a Havells mixer grinder results in idlis that are 'as soft as flowers', implying that the smoother the batter, the softer the idli.

The film, shot in a large house in Chennai, shows a South Indian family gathered to celebrate a 'Shashtiabdapoorthi' - the act of getting a couple remarried when the man turns 60. Family members  are busy with preparations. And instead of flowers, idlis are used to adorn the house, car and even make the garlands. As the bride and groom exchange garlands made of idlis, a voice-over surmises that idlis made using Havells mixer grinder are soft as flowers.

Shriram V Iyer, creative head - Delhi, Lowe Lintas, who wrote the ad, said, "Idli is what we call as the Rajinikanth of all the South Indian dishes, it has travelled everywhere. We wanted to assert that the smoother the batter, the softer is the idli. And Havells mixer grinder enables just that. The idea of replacing flowers with idlis came from a famous phrase in Tamil, 'Poo pola idli', which means the idli is soft as a flower. In the past, Havells has always been known for doing something deliberately out of the ordinary and over the top and this campaign is no exception to that rule."

The campaign was first released in the South two weeks ago, followed by English and Hindi versions for the rest of India on 2 July. The campaign involves this TVC and point-of-sale marketing.

Unplugged moments:
Iyer recalled that shooting with P C Sreeram, the cinematographer, was an absolute delight. He added that since the film required a funky track to go with it, the director of the ad, Nikhil Rao, got Vivek Rajagopalan to create what Rao calls 'Carnatic funk' style of music. Interestingly, the myriad idlis that one spots in the ad aren't really edible idlis. Iyer explains, "Since the shoot required multiple idlis, the art director made most of them out of thermocol, especially the ones seen in wide shots."


Client: Havells
Agency: Lowe Lintas
Creative: Amer Jaleel, Shriram Iyer, Udayashankar Rao, Arko Bose
Business: Syed Amjad Ali, Sonia Upadhyaya, Aayushi Agarwal
Planning: Anurag Prasad
Producer:  Jamic Films
Director: Nikhil Rao
Music: Vivek Rajagopalan

Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

1 day ago

Goafest 2024 set to host creativity experts while ...

The 17th edition of the festival will host over 50 speakers and entertainers across 20 sessions in addition to more than 15 masterclasses.

1 day ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

1 day ago

Clear Premium Water’s commercials champion ...

The series highlights the bottled water brand’s efforts to encourage conscientious consumption and environmentally sustainable practices, while shedding light on the issue of counterfeit products.

1 day ago

India bags 8 pencils and 10 shortlists at D&AD 2024

BBDO India earns one of four White Pencils given out this year for making a difference in the industry.