MxMIndia

Tag: Havells Fans

  • Behind every great commercial is super strategy. MxMIndia brings you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    Ad Strat: Havells Fans are Forever

    R Balki,  Chairman and Chief Creative Officer Lowe Lintas

     

    1. Name of the Campaign: Havells Fans are Forever

     

    2. The Brief: To communicate that Havells fans are forever

     

    3. The thought process behind the creative:

    Havells is known for interesting advertising and their association with the IPL. They have been associated with all the four editions of the IPL so far. This time round they are back with a new campaign for Havells fans which marks the comeback of the yesteryears’ superstar Mr. Rajesh Khanna in his first ever TVC. This iconic superstar is known for an unprecedented mass hysteria and a frenzied fan following in the history of Indian cinema. Never before or never after, has any film star been known for such a fan following. The new TVC for Havells Fans is a tribute to the phenomenon and the relationship he had with his fans.

     

    4. Media vehicles chosen: TV, Print, Internet and in-shop POSM

     

    5. Key issues kept in mind while executing the ad:

    The ad has to be a Havells fans ad first, and should not get overshadowed by the presence of any celebrity.

     

    6. Does the treatment do justice to the brief?

    Yes, as it clearly establishes the fact that Havells fans are forever.

     

    7. What according to you is the differentiating factor about the ad?

    The thought that Havells fans are forever and the way Rajesh Khanna has been used, doing justice to the idea and the thought. This is the first time that in the fans category, a brand has spoken about this proposition, and in a way like this.

     

    8. Market and client feedback:

    We have got extremely encouraging feedback from the market, including the trade, consumers and also from Bollywood.

     

    Compiled by Shubhangi Mehta, AdStrat appears every Monday. If you wish to see your campaign, featuring here, please write to Shubhangim [at] mxmindia.com with a cc to editor@mxmindia.com

  • For one, getting Rajesh Khanna back from his long exile is serious lateral thinking. It makes the TVC surprising, noticeable and clutter breaking

    Debrief: Havells Fans: Masterstroke!

    By Anil Thakraney

     

    Very smart of Havells to rope in veteran actor Rajesh Khanna for their new ad for fans. And the treatment is cool too. I am usually not a fan of celebrity advertising, but this particular one simply rocks.

     

    The ad features Khanna boasting that the winds of change may blow, but that no one can take his fans away from him. A bit of an obvious pun on fans, but in this case it works. There are classical images of the star from his hey days as also from the present time. He even takes a thinly disguised dig at Bachchan, who dethroned the superstar in the seventies.

     

    Here’s why this ad works for me: For one, getting Khanna back from his long exile is serious lateral thinking. It makes the TVC surprising, noticeable and clutter breaking.

     

    The media has taken it up for coverage, and that’s a lot of free publicity for Havells. Imagine if they had used the done-to-death Big B. The ad would have passed by like Ogilvy’s ship in the dark. Also, the execution is pleasing. Khanna speaks with that famous drawl in the voice, a mixture of arrogance and self confidence. Something we identify with him. And his mannerisms are also the same. The laidback charm, the larger-than-life persona. Great stuff.

     

    In short, all that good advertising should be. As a bonus, the commercial makes you want to watch Khanna’s classics all over again.

     

    Rating: (On a scale of 1 to 5): 4. Surprising solution at its best.