Havells and Dentsu Digital have launched a digital LED Ramleela to celebrate the on-going festivities around Dussehra- Diwali. The campaign reimagined the story of Ramayan using the fundamental elements-light and darkness.
It is a 10-part video series that makes use of Havells LED lights, shadow puppetry, intricate art and captivating storytelling, to recreate and retain a classic for a digitally advanced audience.
Talking about this innovative storytelling, Gurbaksh Singh, Chief Creative Technologist, Dentsu Digital, said, “The brief from the client was simple, a seamless integration of Havell’s LED range in festival season. The client wanted to have higher relevance and recall for its LED range while leveraging the festive season. The challenge was to stand out in a time when every brand is gearing up for marquee campaigns.”
“We had many ideas on the table. But the one that really stood out was LED Ramleela. For centuries, this tale has inspired, mesmerised and enlightened India. It reminds us of the triumph of light over darkness. This seemed like a great fit for LED and so we decided to show India the age old story of Ramleela in a new light. Thus, LED Ramleela was born,” he added.
Singh revealed that the key challenge was to master the art form. “We spent a lot of time in the planning stage which made things easier for us when we hit the ground. The team experimented a lot with various stage designs and character styling and this resulted in stunning output,” he said.
Talking about the time invested in the film, he said, “While the campaign ran for 10 days, it took us about five weeks to complete the whole film. As mentioned, we spent most of the time in planning, experimentation and prototyping. Once all this was done, it was relatively easy to roll out the content.”
Speaking about the campaign, Amit Tiwari, Vice President, Marketing, Havells India, said, “Lighting is important for all of us. Not only does it give us a sense of clarity, but also a kind of security which is hidden under the spell of darkness. Through this unique visual screenplay, we are amalgamating the story of victory of good over evil, and light over darkness.”
Sudesh Samaria, CCO and Co-founder, Dentsu Webchutney, said, “Ramayana is timeless, and we have been brought up with it, marrying the lights with this epic tale has indeed been a clever play. This campaign is the perfect homage, in a way that is both symbolic and unique.”
The series is available on YouTube and Facebook. The video has already garnered 500k views on YouTube.
Agency: Dentsu Digital
Chief Creative Officer: Sudesh Samaria
Chief Creative Technologist and head of digital creative: Gurbaksh Singh
Creative Director: Manjeet Singh
Senior Vice President: Avinash Joshi
Associate Account Director: Hemant Kumar
Junior Producer: Sumantra Talukdar
Senior Account Manager: Jyotsna Garg
Associate Director: Malvika Saxena
Client Servicing Director: Mitika Malhotra
Associate Account Manager: Ravi Mishra
Copy Supervisor: Ajinkya Ketkar
Group Head – Copy: Vikram Dhindaw