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

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."