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." 
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
A first look at the MediaWorks 2019 mentors
Premium
16 hours ago

A first look at the MediaWorks 2019 mentors

In addition to attracting the region’s top brand and agency talent, MediaWorks is proud to draw the industry’s game-changers who will mentor and guide this year’s delegates.

Premium
Blog: T-Series topples PewDiePie for a day, but success is shortlived
Premium
18 hours ago

Blog: T-Series topples PewDiePie for a day, but ...

T-Series, bolstered by the viral trailer of new movie, ‘PM Narendra Modi’ took what looked like an unassailable lead over rival PewDiePie yesterday but the savvy Swede was back at No 1 by the late night in the Great Subscriber War!

Premium
AME Awards: ADK-Fortune receives India's only shortlist
Premium
20 hours ago

AME Awards: ADK-Fortune receives India's only shortlist

The agency's work for Manforce Condoms makes the cut

Premium
Weekend Watch: The fresh smell of..sweaty underpants?
Premium
23 hours ago

Weekend Watch: The fresh smell of..sweaty underpants?

This gardening brand's commercial really stinks.