Havells Appliances has rolled out its campaign that will run during the IPL.
The campaign consists of five TVCs, one each for a product range, on the central theme 'Respect Women'. The campaign has been conceptualised by Lowe Lintas and Partners.
One of the films, for its Air Fryer range, shows a man on his terrace staring at a lady exercising on a nearby terrace. His wife catcheshim staring when she steps in with a plate of french fries. Not knowing how to respond, he tells her that the lady exercising must be cooking healthy food. His wife brings a Havells 'Air Fryer' and informs her husband that even the product makes 100 per cent healthy food. She goes on to tell him that he can get married to the product - it won't mind him staring at other women.
A film for the Coffee Maker features two families meeting to plan an arranged marriage. The boy's mother says she has been urging the boy to get married, because he now needs to step out for things like a hot cup of coffee. The girl doesn’t take this lying down. She brings a Coffee Maker and tells the boy’s mother that he could get settled with it - he’ll get 24 hours coffee, with no visa problems. She underlines that she is not a kitchen appliance.
The films sign off as with a super and voice over which say 'Havells Appliances. Respect Women’.
Other films in the campaign are for Havells' 'Juicer', 'Steam Iron' and 'Mixer' respectively. The Mixer film will also be running in Tamil.
On the films, Shriram Iyer, ECD, Lowe Lintas and Partners, said, "It's almost taken for granted that the woman in the house will do the job of the home appliance. So, we thought of doing a tongue-in-cheek campaign to show that there are appliances to do that job. The campaign almost pokes fun at the society which expects women to do work which can be done by anyone using a home appliance."
Agency: Lowe Lintas and Partners
Creative: R Balki, Amer Jaleel, Shriram Iyer
Business: Syed Amjad Ali, Sonia Upadhyaya, Arjun Budhiraja
Planning: Naresh Krishnaswamy
Producer: Offroad Films
Director (film): Gauri Shinde