Havells has entrusted Mullen Lintas with the mandate of its consumer durables brand Lloyd’s brand refresh. The brand revamp includes a fresh perspective and proposition. Mullen Lintas is already Havells’ creative agency.
This initiative has been taken to strengthen Lloyd’s position as a consumer-centric brand to gain stature and market share across product categories, as part of the next stage of the brand’s roadmap.
The initiative is being handled by the Delhi (NCR) offices of Mullen Lintas under the leadership of its President Syed Amjad Ali.
Commenting on the association, Vikas Mehta, CEO, Mullen Lintas, said, "With Lloyd, we are delighted to further extend our long-standing partnership with Havells. We are grateful for their continued faith in Mullen Lintas and are committed to creating another success story for their business. Lloyd is a great opportunity for us to leverage Mullen’s challenger thinking to get the brand an unfair share of attention in the crowded consumer durables category."
Speaking of the association with Mullen Lintas, Amit Tiwari, Vice President Marketing, Havells India, said, “Lloyd is a crucial piece in our brand portfolio and we want to fuel this business as a strong engine for our growth. We felt the brand needed a fresh perspective and proposition at this stage in its journey and found the narrative shared by Mullen Lintas compelling.”
With its technology-rich range of offerings, Lloyd is making a strong play in the consumer durables market. In an attempt to appeal to young couples as its core target audience, Lloyd recently named Bollywood’s newest power-couple, Deepika Padukone and Ranveer Singh, as its newest brand ambassadors. The brand wanted a real-life couple who could resonate with the brands’ values. Being young, versatile and performance oriented, they seemed a perfect match.
The campaign features the innovative Lloyd Grande AC that cools to 18 0C in just 45 seconds, coupled with Wi-Fi control. This campaign will further strengthen the brand's belief of keeping their consumers happiness and lifestyle in mind while making products to cater to the needs of the young Indians.
The agency has been working with the brand to leverage the new celebrity couple to create an emotional connect with the audience. The initial phase of the campaign for Lloyd air conditioners, created by Mullen Lintas, has already started rolling out with more expected in the coming weeks.