Campaign India Team
Aug 08, 2018

Havells takes the emotional route to build on 'wires that don't catch fire' brand thought

Watch the film conceptualised by Soho Square

Havells is looking to build on its 'wires that don't catch fire' premise with a digital film conceptualised by Soho Square.
The film has been shot in Himachal Pradesh. Set at a camp it shows a young boy using a wire to make a flower. He presents it to a girl who immediately throws it into a bonfire. The boy is disappointed but is pleasantly surprised the next morning. He spots the girl looking for the flower among the ashes of the fire. The wire is intact and the duo exchange looks before walking out of the camp together. 
Amit Tiwari, vice president, marketing, Havells India, said, "Havells has been an image and market leader in the wire category business, and communication has been integral to the brand. Havells Wires that don't catch fire has been an iconic campaign over the years. This year the task was to take it further and strengthen our positioning. We have always chosen emotional stories to convey our message and this time too we were looking for a story that is universal."
Piyush Pandey, executive chairman and creative director, Ogilvy South Asia, said, "In our first Havells ad, wires that don't catch fire prevent a young heart from getting hurt. A memorable film for a memorable brand."
Sumanto Chattopadhyay, chairman and CCO, Soho Square, added, "It is a challenge and a pleasure to work on an iconic brand with a history of memorable advertising. We believe that this latest refresh of the Havells wires campaign has the right ingredients to catch on with consumers." 
Campaign India

Related Articles

Just Published

1 day ago

IPG Mediabrands launches global ecommerce unit ...

In India Interactive Avenues - A Reprise Network Company will lead the ecommerce offering

1 day ago

Twitter ad revenue bolstered by return of events

Advertisers return to Twitter as product launches and live events begin to resurface worldwide.

1 day ago

Amazon triples net income, nears $100 billion in ...

International operations turned a profit of $407 million, while revenue for the company's 'other' category, which is mainly its advertising services, grew 50% year over year.

1 day ago

Facebook ad revenue boosted by commerce uptick

APAC led user growth, as Mark Zuckerberg said Facebook benefits from people and businesses "relying" on its platforms to stay connected and make money during Covid-19.