Havells, an Indian Fast Moving Electrical Goods (FMEG) company, is geared up with its latest ad for perhaps its most recognised product – heat resistant, flame retardant wires.
Soho Square (an Ogilvy Group company) in its debut film for Havells takes forward the much-recalled product attribute of ‘Wires that don’t catch fire’ with a refreshing take. The film has been directed by Amit Sharma of Chrome Pictures and shot in Himachal Pradesh.
The ad is a charming tale of friendship or perhaps the innocence of first love, set in a children’s camping trip and has many heart-warming moments. Like their previous ads, the Havells wire that doesn’t catch fire has a crucial role to play as the story unfolds.
Amit Tiwari, Vice-President, Marketing, Havells India, said, “Havells Wires that don't catch fire has been an iconic campaign over the years. This year the task was to take it further and strengthen our positioning. We have always chosen emotional stories to convey our message and this time too we were looking for a story that is universal. Soho Square India shared a beautiful story of children, which had the innocence that we think will make it appealing across, stories from childhood that we can all relate to.”
Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia, said, “In our first Havells ad, wires that don't catch fire prevent a young heart from getting hurt; a memorable film for a memorable brand.”
Highlighting the creative idea behind the TVC, Sumanto Chattopadhyay, Chairman and CCO, Soho Square, said, “We believe that this latest refresh of the Havells wires campaign has the right ingredients to catch on with consumers.”
Agency: Soho Square (an Ogilvy Group company)
Production House: Chrome Pictures