The campaign depicts an emotional bond between a father and daughter to reinforce the product proposition of ‘flame-retardant wires’
BestMediaInfo Bureau | Delhi | July 9, 2015
As a brand, Havells Wires has been grabbing attention for the way it communicates its core message to its audience. Taking its credo ‘Wires that don’t catch fire’ further, Havells Wires has unveiled a new campaign that depicts an emotional bond between a father and daughter. As it has done with its past campaigns, the brand has leaned on an emotional tale to lend across its message to the general populace. The strategy being that a functional benefit such as a fire-proof wire, when shown through an emotional angle, makes the communication seem more relatable and believable.
The campaign is live on digital platforms and will be on-air across major television channels soon.
Explaining the rationale behind the new film, Vijay Narayanan, VP - Marketing, Havells India, said, “The objective was to reinforce the product proposition of ‘flame-retardant wires’ by means of a powerful emotional story which connects with the consumers.”
Conceptualised by Lowe Lintas Delhi, the commercial has been shot in Jammu and Kashmir. The story is set on a cold winter morning at Dal Lake in Srinagar. A daughter, who must have risen early to prepare lunch for her hardworking father, rows a boat across the lake to deliver food in a tiffin box. By the time she reaches, the food is almost cold. Fearing that the food will become inedible once it’s cold, she urges her father to eat immediately. But her father, bogged down by work, refuses. Undeterred, the girl continues to urge her father to eat, but then she eventually gives up and leaves. But before leaving, she uses Havells wires as an apparatus to heat the food.
Sharing his thoughts on the creative approach behind the film, Amer Jaleel, National Creative Director, Lowe Lintas + Partners, said, “We consider each category piece on Havells as a mother brand piece. Although this is about a specific benefit of wires, it feeds into the Havells brand. These days, some brands are also channels. What will emerge from Havells is something that people are looking forward to. In that light we wanted the wires work to add to the emotional equity on Havells. We try to be simple and real and somewhere we wanted the brand to be viewed as being a part of lives in every part of the country. Set in Kashmir, the little story echoes every girl’s feelings for her dad.”
Directed by Anupam Mishra of Crazy Few Films, the film captures the essence of the usability of Havells Wires, propagating their catchphrase “Wires that don’t catch fire”.
Brand: Havells Wires
Creative agency: Lowe Lintas Delhi
Creative team: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Prasad Venkatraman
Account Management: Amjad Ali, Sonia Upadhyaya, Abhishek Jain, Twishi Pande
Planning: Anurag Prasad
Producer: Crazy Few Films
Director: Anupam Mishra