In a refreshing new campaign, Havells Home Appliances’ has come out batting for couples sharing responsibilities at home.
Created by Lintas Delhi, the campaign idea reflects the changing times where the responsibility of household chores is happily shared between the couple. The film shows how couples, in building their warm nests, shed their 'traditional roles' and just do everything together, leading peaceful lives. A beautiful song sung by popular playback singers Amit Mishra and Nikita Gandhi adds flavour to the film.
To maintain relevance, separate films were shot for south-Indian regions.
Amit Tiwari, Vice President, Marketing, Havells India Ltd, said "The home appliance category has seen the entry of many new players as well as existing players ramp up their efforts to target consumers aggressively. In this competitive market scenario the need of the hour was to position the brand as an excellent solution provider, who not only provides great products but actually helps them with their household work. I believe the campaign captures the essence of Havells as a brand beautifully and will help consumers connect with the larger proposition of deeper into homes."
Commenting on the campaign, Amer Jaleel, Group Chairman and Chief Creative Officer, MullenLowe Lintas Group, said, "Usually electronics and appliances brands go for typical aspirational values. The family in the ad should look upmarket, the home needs to have a particular class to it, we need to up-pitch our brand in relation to the competition. Refreshingly, Havells is anything but typical! We decided to be aspirational but emotionally. So the brand is now repped (sic) by a couple right at the beginning of their life together and Havells’ appliances form the basis of their home bond. The theme of our Aadhaa-Aadhaa brand idea is that romance blooms by working together in a synced way.”
Syed Amjad Ali, President, Mullen Lintas, said, "The Havells Home Appliances category is on the growth track. It needed an idea that made the brand relevant and desirable. At the beginning of careers, the couples do not have extra help and have to do most of the household work themselves. There is also a new reality where there is equality and warmth in relationships and who believe in being equal partners in everything they do. That kind of life is aspirational and that’s what people connect with emotionally."
The campaign is being promoted online and offline.
Client: Havells India
Client team: Amit Tiwari, Arunima Yadav, Alankar Dhami
Agency: Mullen Lintas Delhi
Creative: Amer Jaleel, Sindhu Sharma, Arvind Murali, Abhinav Karwal, Anshul Nanda, Anuj Arora
Account Management: Syed Amjad Ali, Priya Agarwal, Aashiq Gesni
Planning: Ekta Relan, Someshwar Mehra
Production House: Coconut Films
Production team: Rajesh Ramaswamy, Tushar Raut, Alok Potnis