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Havells showcases the winds of change in people's attitudes

The communication developed by Lowe Lintas has four TVCs that subtly show various social issues and how they are slowly being rejected by progressive thinking

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Havells showcases the winds of change in people's attitudes

Havells showcases the winds of change in people's attitudes

The communication developed by Lowe Lintas has four TVCs that subtly show various social issues and how they are slowly being rejected by progressive thinking

BestMediaInfo Bureau | Delhi | May 18, 2015

Havells Click on the image to watch the TVC.

Havells has garnered attention in the past with its communication, which has played an important role in spreading the right social message. This year as well, Havells Fans has extended their campaign thought – Hawa Badlegi (Winds of Change).

The campaign showcases the range of Havells Fans and confirms how the brand is aligned with a new and progressive way of thinking when it comes to our society at large. This year, Havells has taken its communication pan India, focusing on the south markets as well.

The communication developed by Lowe Lintas has four TVCs (three for north and one for the south market) all catering to one issue each that still exists in the society. It subtly states the issues and how they are slowly being rejected by progressive thinking, by people of the modern India.

The subject taken in the TVC for the southern markets is delicate and something every girl in south India will relate to. Havells has gone a step ahead and shown how a change in the mindset of a family can help a girl child feel as a part of the family.

The media objective of the campaign is to create awareness and amplify the #Winds of Change proposition. Media agency Motivator is currently running the campaign on TV and it is gaining high visibility through mass reach platforms like the Indian Premier League (IPL) and sponsorship of celeb dance show 'Nach Baliye' on Star Plus. The brand proposition of 'Hawa Badlegi' is brought alive through content integrations on 'Nach Baliye'. Buzz is also being created on digital platforms like Twitter, YouTube and Scoopwhoop.

The campaign urges viewers to change their attitude towards the women in their lives. For example, a take on the way women are perceived and portrayed in Bollywood, through the lens of jury members of the censor board. In the communication developed by Lowe Lintas, the film has attempted to keep it light and still get the message across. The other TVCs take one issue at a time and show “how the winds of change” are blowing issues away from society. One of the TVCs picks a controversial topic like 'conversion' and still manages to keep it within the realm of our everyday lives, so everyone can relate to it. The last TVC focusses on austerity and is a take on the kind of charity that is truly valuable and that which has a lasting impression. Each TVC builds on an issue seen in society today and how simple changes in the mindset by people can solve these issues.

Amer Jaleel Amer Jaleel

Amer Jaleel, National Creative Director, Lowe Lintas + Partners, said that when Balki (R Balakrishnan, Chairman and Chief Creative Officer, Lowe Lintas + Partners) and he started working on the brief, they realised that when one saw a fan they did not need an ad to make them use it. The conversation then shifted to “winds of change” and creating awareness about various social issues, but keeping the message relevant to the brand.

“Connection had to be maintained between the thought 'Hawa Badlegi' and Havells Fans. We took care to retain the realism of the thought and be faithful to the idea. Care was taken to maintain relativity – the social issues that we have shown in the ads, it could happen to anyone,” Jaleel added.

The TVCs:

MOTHER DAUGHTER (Tamil)

https://img-cdn.thepublive.com/filters:format(webp)/

CONVERSION

CENSOR BOARD

WEDDING

Credits:

Client: Havells

Creative agency: Lowe Lintas

Creative team: Amer Jaleel, Shriram Iyer, Venkatraman Prasad, Abhishek Dey, Nisheeth Srivastava

Director: Vivek Das Chaudhary

Info@bestmediainfo.com

Info@BestMediaInfo.com

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