Havells Wires has released a new TV campaign to underline its proposition ‘Wires that don’t catch fire’. The TVC created by Lowe Lintas went on air on 25 December 2012.
The film aims to stay top of mind in a low involvement category, much like its predecessors. This film, however, uses the backdrop of current national issues to make the point.
The TVC shows an interaction between a father and his son, aged five. The father is watching TV - a politician is shown speaking on 'burning issues' of the country. The son is bored and tries to get hold of the remote but his father does not relent. On hearing the politician’s speech, the young boy takes a small version of the Indian national flag, enters the storeroom, and uses Havells wires to hold the flag aloft. He takes it to his father. When the politician asks who will save the country from the ‘fires of unemployment, discrimination poverty, and hunger,’ the boy replies, in a matter of fact manner: “Desh! Bacha liya na aag se.” The father is pleasantly surprised with his innocent solution. The voice over then says, “Havells: the wires that don’t catch fire.” The child asks his father if they can watch 'some other cartoon'. His father replies in the affirmative this time round.
On the creative brief, Amer Jaleel, national creative director, Lowe Lintas and Partners, said, “We have been doing Havells’ work for the last seven to eight years. The creative brief is the simplest ever, which is that Havells wires do not catch fire. Our effort was to refresh the brief. Havells are dream clients to work with. For Havells it is not about the proposition as it is the simplest - it is about how we (Lowe) interpret it."
On the campaign, Jaleel said, “If you see the previous ads for Havells, they are always about some use or aspect of the wires. This time we tried to be a little bit more ambitious. The basic assumption is that we all know that Havells wires do not catch fire, and so we tried to think of what other use can we make of the wires. We came upon the idea that it can be used to protect something - and what better thing to protect than the flag? In the TVC, the kid is using the wire to protect the flag in a metaphorical way. He is telling his dad in a very innocent manner that in order to protect the country from all the issues currently taking place, put the flag on the wire and the country is protected. So that’s the simple message in the ad and it is also an attempt to refresh our proposition.”
The campaign will extend to print and digital media; and will also have visibility at points of sale.
Client: Havells Wires
Creative agency: Lowe Lintas and Partners
Creative team: Amer Jaleel, Shriram Iyer, Mohit Arora
Planning: Anurag Prasad
Business team: Syed Amjad Ali, Aayushi Agarwal, Sonia Upadhyaya
Producer: Lintas Productions
Director: R Balki