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Tag: Havells India

  • Featuring Mamta Mohan Das around Onam

    Havells unveils latest campaign for Kerala

    By Our Staff

     

    Havells India Limited has announced its latest campaign for Kerala market to promote its kitchen appliance range around Onam. The campaign includes a series of 4 digital films features regional celebrity Mamta Mohan Das.

     

    Talking about the campaign, Rajiv Kenue, Executive Vice President-Electrical Consumer Durables, Havells India, said: “Kitchen is the heart of every Indian household. In India, food and festivities go hand in hand. Every occasion is celebrated with a distinct set of delicacies from each region. Onam is the biggest festival in the state of Kerala, and we are proud to welcome such a talented celebrity, Mamta into the Havells family at this auspicious time. With our latest digital campaign around Onam, we aim to celebrate the true taste and essence of good food by showcasing how cooking can be effortless and full of fun, with the help of Kitchen appliances.”

     

  • The film targets the young Indians who aspire for a fuller life and value products

    Lloyd unveils campaign featuring #DeepVeer

    By A Correspondent

     

    Lloyd Air Conditioner’s latest ad film – Khayal Rakhenge. Khush Rakhenge – highlights an enjoyable take on its innovative technology. The film targets the young Indians who aspire for a fuller life and value products with technology that helps them live this kind of life.

     

    The film conceptualised by Mullen Lintas features Bollywood couple Deepika Padukone and Ranveer Singh.

     

    Commenting on the thought behind the Campaign and Film, Amer Jaleel, Group CCO & Chairman – Mullen Lowe Lintas Group, said: “Lloyd is a new-age Indian brand and the most important aspect of the brand to influence when it came to us was its voice. We felt that consumer durable brands are not able to reflect the millennial-speak that is so important to make brands relatable in this category. If you hear people and the brand, speak like you, you stop and listen however much the clutter. We were helped by the chemistry between our stars which while being electric is thankfully so normal! The fact that they were coming together for a brand that was a first for them, their own excitement and enthusiasm at being captured and working together got added with the magic of our ‘Badhai Ho’ director Amit Sharma. All this made the atmosphere on the set so amazing that I think we just put a camera and it translated the reality on celluloid without any loss!”

     

    Added Amit Tiwari, Vice President Marketing, Havells India: “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.”

  • This initiative has been taken to strengthen Lloyd’s position as a consumer centric brand

    Lloyd partners with Mullen Lintas for brand restage

    By A Correspondent

     

    Consumer durables brand Lloyd, has partnered with Mullen Lintas for its upcoming campaign. This initiative has been taken to strengthen Lloyd’s position as a consumer centric brand to gain stature and market share across product categories.

     

    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.”

     

     

  • The campaign idea reflects the changing times where the responsibility of household chores is happily shared between the couple

    Mullen Lintas executes a warm campaign for Havells Home Appliances

    By A Correspondent

     

    In a new campaign conceived by Mullen Lintas, Havells has repositioned itself with a message: ‘Saath Ki Life, Sukoon Ki Life’ (meaning ‘living together, peacefully’).

     

    Said Amit Tiwari, Vice President, Marketing, Havells India: “The home appliance category has seen the entry of many new players as well as existing players ramp up their efforts to target consumers aggressively. In this competitive market scenario the need of the hour was to position the brand as an excellent solution provider, who not only provides great products but actually helps them with their household work. I believe the campaign captures the essence of Havells as a brand beautifully and will help consumers connect with the larger proposition of deeper into homes.”

     

    Commenting on the campaign, Amer Jaleel, Group Chairman and Chief Creative Officer, Mullen Lowe Lintas Group said: “Usually electronics and appliances brands are going for typical aspirational values. The family in the ad should look upmarket, the home needs to have a particular class to it, we need to up-pitch our brand in relation to the competition. Refreshingly Havells is anything but typical! We decided to be aspirational but emotionally. So the brand is now repped by a couple right at the beginning of their life together and Havells’ appliances form the basis of their home bond. Romance blooms by working together in a synced way is the theme of our Aadhaa-Aadhaa brand idea.”

     

     

  • The brand has leaned on an emotional tale to lend across its message to the general populace

    Lowe Lintas Delhi unveils an emotional tale for Havells Wires

    By A Correspondent

     

    As a brand, Havells Wires has always stood out in the way it communicates its core message to its audience. Taking its credo of ‘Wires that don’t catch fire’ further, Havells Wires has unveiled a new campaign that depicts an emotional bond between a father and daughter. As it has done with its past campaigns, the brand has leaned on an emotional tale to lend across its message to the general populace. The strategy being that a functional benefit such as a fire-proof wire when shown through an emotional angle makes the communication seem more relatable and believable.

     

    The campaign is live on digital platforms and will be on-air across major television channels soon.

     

    Explaining the rationale behind the new film, Vijay Narayanan, VP-Marketing, Havells India Limited said: “The objective was to reinforce the product proposition of ‘flame-retardant wires’ by means of a powerful emotional story which connects with the consumers.”

     

    Conceptualized by Lowe Lintas Delhi, the commercial has been shot in the picturesque state of Kashmir. The story is set on a cold, winter morning at Dal Lake, Kashmir. A daughter, who must have risen early to prepare lunch for her hardworking father rows a boat across the lake to deliver food in a tiffin box. By the time she reaches, the food is almost cold. Fearing that the food will become inedible once it’s cold, she urges her father to eat immediately. But her father bogged down by work, shirks her away. Undeterred the girl continues urging her father, but then she eventually gives up and leaves. But before leaving she uses Havells wires as an apparatus to heat the food.

     

    Amer Jaleel

    Sharing his thoughts on the creative approach behind the film, Amer Jaleel, National Creative Director, Lowe Lintas + Partners said, “We consider each category piece on Havells as a mother brand piece. Although this is about a specific benefit of wires it feeds into the Havells brand. These days some brands are also channels. What will emerge from Havells is something that people are looking forward to. In that light we wanted the wires work to add to the emotional equity on Havells. We try to be simple and real and somewhere we wanted the brand to be viewed as being a part of lives in every part of the country. Set in Kashmir, the little story echoes every girl’s feelings for her Dad.”

     

  • Created by advertising agency Lowe Lintas, electrical equipment maker Havells India's 'Fans are forever' campaign takes viewers down the memory lane

    Havells fans ropes in Bollywood’s first superstar Rajesh Khanna

    By Rajiv Singh

     

    He thrilled millions of his fans with his electrifying presence on silver screen during late 60s and 70s. Now, after staying out of the limelight for decades, but with his air of stardom almost intact, a frail Rajesh Khanna has pleasantly shocked all by featuring in his maiden TV ad – for Havells fans.

     

    Created by advertising agency Lowe Lintas, electrical equipment maker Havells India’s ‘Fans are forever’ campaign takes viewers down the memory lane by showing glimpses of the unprecedented mass hysteria and a frenzied fan following that the first official superstar of Bollywood enjoyed for decades.

     

    For a superstar whose fans were legion and who wrote romantic letters in blood to him, a fan commercial may not be the ultimate box-office humdinger, but it has definitely created a buzz with some advertising experts hailing it as a masterstroke.

     

    “It’s a bold ad, so true to the life of Rajesh Khanna,” said Prasoon Joshi, executive chairman and CEO of McCann Worldgroup India and president, South Asia.

     

    Sometimes ads are done not to hardsell a product, but to start a conversation or create a language for the brand, said Mr Joshi. “This is one of those advertisements.”

     

    For Havells India, which has more than 13 per cent share in the Rs3,500-crore fan market, the commercial is yet another instance of out-of-box advertisements that the brand has been resorting to over the last few years to break the clutter on television.

     

    “Fans are not so talked-about category,” said Anil Gupta, joint MD of Havells India. “With almost similar-kind of communication by all the brands, we wanted to break the clutter.”

     

    Josy Paul, chairman and national creative director of ad agency BBDO India, said Havells has always gone for highly salient advertising, to make people look again at boring stuff like switches and fans.

     

    “Nostalgia is a sweet thing and brands can benefit from this,” he says, adding, “We brought music director Bappi Lahiri back with 7Up ‘golden lemon offer’ in 2009, and the commercial was a super hit.”

     

    However, not all are impressed with the brand using a yesteryear superstar. Prathap Suthan, managing partner of brand-new independent ad agency Bang in the Middle, believes the Havells commercial is like a living obituary to the legendary superstar. “This is rank terrible advertising,” said Mr Suthan. “I don’t know whether to cry for Rajesh Khanna or console him.” He feels that the pun around ‘fans’ has not worked.

     

    YLR Moorthi, marketing Professor at IIM Bangalore, said the retro of an ageing yesteryear superstar who looks a pale shadow of his former self may not connect with young consumers. “The ad assumes that the target audience has seen the movie ‘Anand’,” said Mr Moorthi. “Will the new generation connect with the advertisement,” he wondered.

     

    However, Mr Gupta of Havells India is convinced that the new advertisement campaign with cut across all age barriers. “We did a lot of research before roping in Rajesh Khanna,” said Mr Gupta. The young generation is very much aware of Rajesh Khanna’s movies and songs, he added.

     

    The jury may still be out on the advertisement, but for Rajesh Khanna, the star who fathered superstardom in India, a small commercial is a reminder of the many glories that were his for the taking in a country that was rigidly socialist and almost without the amplified profusion of second-by-second ads that innundate the present.

     

    Source: The Economic Times
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