Havells India has released a new campaign for Magnatron Water Heater that is powered by Induction-Based Heat Transfer Technology, a technology that is only available with Havells. Induction-Based Heat Transfer Technology enables Magnatron water heaters to function without any heating element. This helps to heat water instantly resulting in considerable power savings. Conceptualised by Mullen Lintas Delhi, the campaign builds on the perceived impact that energy savings from Havells Magnatron could have.
The ad showcases the positive impact a 'shower that saves power' could have, due to the benefits of Induction Heat Transfer Technology. The stories connect two different people in seemingly contrasting settings where the benefits of using Havells Magnatron by one person accrue to the other person. Thereby reinforcing the thought that a simple act of using Havells Magnatron for hot water can do so much more and light-up someone’s dreams.
Ravindra Singh Negi, President, Electrical Consumer Durables, Havells, said, “Havells has been consistently working on introducing novel and unique technologies and innovations in the market across all its product categories. Magnatron is one such technological innovation in the Water Heater category. It is India’s first water heater with Induction based Heat Transfer Technology (iHTT) that aims to create a new segment in the Water Heater category itself which is different from the existing heating element-based heating technology. The iHT Technology heats water super-fast and saves electricity further bolstering the Havells Water Heaters larger promise of Shower That Saves Power.”
Azazul Haque, Chief Creative Officer, Mullen Lintas, said, “The idea was to make the Havells Magnatron stand for a cause and not sell a technology. It's a high-end Water Heater with extremely superior technology but instead of nudging customers to buy technology, we wanted them to believe in a purpose. The purpose of saving electricity as the product because of its IHT Technology heats water really fast so that power saved in every shower might get used for the betterment of those who don't have enough access to electricity.”
The Ad will be promoted across TV channels and other offline mediums.