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Lowe Lintas Helps Havells Enter Into Geyser Segment

The communication focuses on energy consumption concerns by dramatizing the apprehensions with over-consumption.

Hitesh Ranot | Delhi | October 27, 2010

Havells Group, India's leading multi-product electric engineering company, has launched the fresh brand campaign for the launch of its Geysers. The campaign is conceptualized by Lowe Lintas.

With the objective to announce the entry of Havells into the Geyser segment, the communication introduces a new technology that saves the electricity. Havells geysers are lowest standing loss in keeping water hot for 24 hrs coupled with exceptional energy efficiency.

[youtube]http://www.youtube.com/watch?v=86xZC0ZvuZM[/youtube]

Lowe Lintas communicated a series of commercials that focuses on consumers’ concern with energy consumption by dramatizing their apprehension with over-consumption. The communication was based on the insight that usage of guzzlers like geyser worries consumers’ of huge electricity consumption, and they therefore, resist from using any other electrical appliance in the house. Havells answer to this the product attribute called “PentaShield” technology that ensures “lowest standing loss”. Thus, only half a unit of electricity is consumed to keep the water hot for 24 hours.

Credits:

R. Balki: Chairman & Chief Creative Officer

Amer Jaleel: National Creative Director

Syed Amjad Ali: Executive Vice President

Deepesh Jha: Executive Creative Director

Anurag Prasad: Vice President–Planning

Rohan Tandon: Senior Brand Services Director

Sonia Upadhyaya: Senior Brand Services Manager

Hitesh@BestMediaInfo.com

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