Lowe Lintas has recently created two new ad films for Havells - one for Standard, a sub-brand of the company, that has recently ventured into wires, and the other for geysers.
The Standard Wires ad has Ranvir Shorey in it, sniffing out the source of a burning smell, and finding it to be emanating from an AC socket that uses an ordinary wire. The geyser ad shows a man in a middle-class household, chiding his son and wife for switching off the geyser, when it would consume less energy by being switched on throughout the day.
On the Standard wires ad, Amer Jaleel, national creative director, Lowe Lintas & Partners said, "The task for communication is to position Standard wires as high heat-resistance wires that can withstand extra load, when ordinary wires would get heated up and burn. Coming from the same Havells family, communication is intended to convey the message through an interesting and endearing creative." The campaign will also be extended to print and in-shop POSM.
Commenting on the geyser ad, Jaleel said, "The launch campaign for Havells geysers was an attempt to establish them as highly energy-efficient which can provide hot water for 24 hours in just half a unit of electricity. The objective of this new campaign is to further strengthen this positioning. The new TVC is rooted in the simple insight that we all are conditioned to switch off appliances like geysers as an act to reduce power consumption. The TVC makes a contrary point though, that when a geyser is switched on, it becomes more efficient."
Creative agency: Lowe Lintas & Partners
Creative: Amer Jaleel, Shriram Iyer
Business: Syed Amjad Ali, Sonia Upadhyaya, Aayushi Agarwal
Planning: Anurag Prasad
Producer (Havells Geyser film): Trends Ad films
Director (Havells Geyser film): VKP
Producer (Standard Wires film): Jamic Films
Director (standard Wires film): Nikhil Rao