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Tag: Havells

  • Meditate Air Purifiers is the first product from Havells Studio

    Mullen Lintas develops ‘Inside Thinking’ for Havells

    By Our Staff

     

    Havells India Limited has launched a new brand, Havells Studio,, that will produce innovative products like an air purifier to start with. The positioning for the brand and launch campaign, has been done by Mullen Lintas.

     

    Said Garima Khandelwal, Chief Creative Officer, Mullen Lintas: “With Havells Studio, we have launched the positioning of Inside Thinking, a platform thought that’s uniquely Indian at its core, that craves the depth, has substance within. Packaging pathbreaking design and innovation that writes the future, but with the proposition that the greatest experiences are always built from the inside. We wanted to own a brand world that had this blend of futuristic technology but made for India, in India. In a design language with premium aesthetics, and widely extendable for its digital footprint, the first product launched is the air purifier and we are excited to see how it’s received.”

     

    Speaking on the campaign, Rohit Kapoor, EVP – Brand Marcom, Havells India Ltd added: “Havells Studio represents our commitment to deliver products and experiences that set new standards in consumer experience. Our first innovative product Meditate is a testament to that, as it offers revolutionary pioneering SpaceTech air purification technology developed in-house by the Havells R&D team in India. The air purifier comes with premium aesthetics and a portable AQI Monitor to deliver superior functionality to users. Our brief to Mullen Lintas was to focus on a storytelling that resonates with the product proposition and brings alive the premium experience it offers. We are glad to see the final result brings alive our commitment innovating futuristic technology made for India, in India.”

     

  • As VP – Planning, he will lead the agency’s digital mandate for North and East

    Carat India appoints Ashish Singh

    By Our Staff

    Ashish Singh
    Ashish Singh

    Carat India, the flagship media agency from the house of Dentsu International, has appointed Ashish Singh as Vice President – Planning. In his new role, Singh will report to Anita Kotwani, CEO, Carat India and will lead the agency’s digital mandate for North and East. He will focus on developing and leading client relationships for Carat in addition to helping the agency deliver enhanced digital solutions to clients.

     

    Anita Kotwani
    Anita Kotwani

    Said Kotwani: “I have had the pleasure of working with many digital professionals and Ashish Singh clearly stands out as one amongst the best. Ashish will add immense value as part of my core team and help shape the Carat Digital offering. He comes in with the mandate to drive the larger North and East offices for Carat India and help drive value for our key global clients like Microsoft, Mastercard, Phillips and local clients like Havells, DS group and others. With his domain expertise across the changing digital eco-system and his love for being a lifelong learner, I am confident that our clients will see the best of data, creative and technology amalgamation under his leadership to help drive their business outcomes.”

    Added Singh: “With continuous change in the media ecosystem, digital is the battleground for all types of businesses where consumers are accustomed to connectedness. Carat is known for its Integrated communication planning backed by some of the cutting-edge analytical tools in the industry. I am delighted to join Carat – the first specialist agency in the country and the world’s first media agency – to contribute my experience to create a meaningful connection for brands in the digital ecosystem for business outcomes. I look forward to this journey where together we focus on growth, expansion and nurture talent.”

     

     

  • 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 offers a wide array of switches and with the launch of the Home Automation Solutions

    Mullen Lintas celebrates laziness in latest film for Crabtree

    By A Correspondent

     

    Mullen Lintas Delhi has conceptualised the latest campaign for Crabtree to promote its Home Automation solutions. In this campaign, Mullen Lintas highlights how with Crabtree Home Automation Solutions, an eccentric billionaire celebrates laziness in its truest sense. While his maids and butlers are frustrated about feeling unemployed, the film playfully demonstrates the angst in them.

     

    Commenting on the creative strategy, Shriram Iyer, NCD and President at Mullen Lintas, said: “The campaign aims at launching Home Automation Solutions from Crabtree. The film plays out the life of an eccentric billionaire who has inadvertently put his maids and butlers out of work by getting various appliances automated. The heaters, the lights, the curtains – all function without any manual intervention.”

     

    Added Amit Tiwari, Vice President of Marketing at Havells: “At Crabtree, our efforts are concentrated in providing a premium and comprehensive connected smart home experience to our end-user customers. Fulfilling our promise of WhatALife experience, our solutions let homeowners personalize and tweak the scenes at home to their changing temperature, music, and lighting preferences. The shifting and thriving India demands a modern home and futuristic lifestyle and Crabtree is here to fulfill them.”

     

     

  • More on the five special prize-winning strategies at last week's Warc Asian Strategy Awards

    No ‘ullu banaoing’, only strategy

     

    By A Correspondent

     

    It’s been India Shining on the strategy front in Asia. Last week, Mullen Lowe Lintas India had a great showing at the recent Warc Prize for Asian Strategy awards. While it picked up the 2015 Grand Prix, the grand prize and a Gold for its Idea Cellular campaign, ‘No Ullu Banoing’, it also got the Local Hero Special Award and a Silver for its Havells’ campaign, ‘A Woman is not a Home Appliance’, and a Bronze for Tata Tea’s ‘From Packaged Good to Packaging Good’.

     

    The Warc Prize celebrates the best in strategic marketing in Asia, and entries are judged on the quality of strategic thinking and the results they deliver. The Grand Prix comes with a cash prize of $5,000.

     

    More than 135 campaigns from across the region entered this year’s competition, with half of the 39 shortlisted entries coming from India. They were judged by a panel of senior marketers and agency-side strategy experts, chaired by BV Pradeep, Unilever’s global vice-president of consumer and market insight.

     

    Apart from the Mullen Lowe Lintas Group, BBDO India also picked up the Asia First Special Award and a Gold for its ‘Touch the Pickle’ spot for Whisper and McCann Worldgroup got a Silver for its Government of India campaign relating to Voluntary Compliance Encouragement Scheme, entitled ‘A Crash Course in Recovering Taxes from Stubborn Defaulters’.

     

    “Idea Cellular’s campaign was outstanding because it was based on a powerful and universal cultural insight that worked across the whole of India, across urban and rural populations and across socio-economic classes,” Pradeep said in a statement. “The strategy expanded the market, strengthened brand equity and drove growth of sales revenues. To achieve all three deliverables with one campaign was really amazing.”  Other than the five special cash awards, 17 campaigns from across the region picked up gold, silver and bronze awards at the prize event held in Mumbai, at an evening hosted by DDB Mudra Group.

     

    Idea Cellular: The ‘fool-proof’ internet service

    (Mullen Lowe Lintas Group India / Aditya Birla Group / India)

    Grand Prix

     

    This case study shows how Idea, an Indian telecom company, made the mobile Internet more popular with a humorous campaign.

    • The mobile internet category in India faces the barriers of price and relevance, with many telecoms attempting to increase usage through discount trial packs, but many users still not seeing mobile data as relevant to their lives.
    • The campaign strategy tapped into the unsavoury, seamier side of the country, where being economical with the truth in order to scam others is popular.
    • Hence the creative execution suggested that using the mobile Internet made people less likely to be ‘made a fool of’.
    • The campaign used TV, print, radio and out of home ads, along with social media.
    • Then the rate of growth of data subscribers for Idea was nearly twice the rate of growth of data subscribers for Airtel, a rival telecom

     

    Government of People’s Republic of Bangladesh: Anti-urinal campaign ‘language matters’

    (Grey Advertising Bangladesh / Ministry of Religious Affairs Bangladesh / Bangladesh)

    Market Pioneer Special Award

     

    This case study discusses a campaign from the Bangladeshi government that tackled the problem of public urination by encouraging behavioural change.

    • The challenge was that 20% of the residents of Dhaka, Bangladesh’s capital city, are pedestrian commuters, with many of the men urinating on the way to and from work.
    • The campaign strategy was based on a cultural insight: as people in the Muslim majority nation respected ‘holy’ things the anti-urinal messages, previously written in Bangla, were replaced with Arabic messages with directions to the nearest mosque and public toilet.
    • The campaign purely relied on the outdoor signs and did not use TV or print, however it was covered by both online and print newspapers, earning free PR.
    • Utilisation of public toilets in mosques rose by 50% during the campaign period.

     

    Visa: Get Lost Challenge

    (BBDO China; Proximity China; OMD China / Visa China / China)

    Research Excellence Special Award

     

    This case study describes how Visa China appealed to the new generation of Chinese travellers to encourage the use of its credit cards on their trips abroad.

    • Visa faced an uphill struggle, because China UnionPay, the Chinese government-owned payment system, holds 80% market share of outbound transactions by Chinese tourists.
    • First, Visa identified a new target group of travellers who, while abroad, preferred to explore less obvious landmarks away from the big Chinese tourist groups.
    • Then, with its ‘Get Lost Challenge’, the credit card issuer encouraged them to take more chances, but with a Visa card in their pocket.
    • Visa used video, print and online media to spread the message and drive consumers to its website.
    • The Visa Get Lost Challenge reached 9 million people, or about 10% of Chinese overseas travellers, becoming Visa’s most successful China campaign ever.

     

    MasterCard: The Priceless Engine

    (TBWA\Digital Arts Network, Carat / MasterCard / Singapore)

    Channel Thinking Special Award

     

    This case study describes how MasterCard, the second largest credit card brand, launched a marketing platform that generated business from social media in Asia Pacific.

    • MasterCard is considered the second largest credit card brand in Asia Pacific after Visa, but Visa outspends MasterCard four-to-one on marketing.
    • MasterCard launched The Priceless Engine: an innovative marketing platform that turns big data into usable data, and provides its partners with deeper insights, allowing them to deliver the right offers and messages to the right people at the right time.
    • The Priceless Engine powered MasterCard’s ‘New Year’s Eve’ campaign, featuring Hugh Jackman, across six markets; it encouraged people to share who they would want to spend their New Year’s Eve with and why, providing MasterCard with valuable data and insights.
    • This campaign resulted in never-before-seen business results for MasterCard, turning social media into an actual business-generating channel.

     

    Havells: A woman is not a home appliance

    (Mullen Lowe Lintas Group India / Havells India / India)

    Local Hero Special Award

     

    This case study describes how Havells, one of India’s most respected electrical products companies, launched and executed a communications campaign aimed at Indian (female) homemakers in order to increase consideration and raise sales of its home appliances.

    • The task was made difficult by the buyers’ set shopping habits: buy a reputed brand, and preferably the one they already had a good experience with.
    • In order to break into this market, Havells, a newcomer, ran a campaign on TV and online that broke away with an image of a woman tied to her kitchen and her home appliances so she could take better care of her husband.
    • Havells unequivocally said “the woman is not an appliance” and it will foremost “respect the woman”.
    • The company managed to hit all its objectives, including increased consideration scores and a +150% sales increase six months after the launch of the campaign.

     

    Content strategy summaries source: Warc.com

     

  • This year Havells has taken its communication pan India, focusing on the south markets as well

    Havells raises awareness via #WINDSOFCHANGE

    By A Correspondent

     

    Havells is known not just for quality products but also for their communication, which plays an important role in spreading the right social message. In its latest communication, Havells Fans has extended their campaign thought through ‘HawaBadlegi’ (Winds of Change).

     

    The campaign showcases the range of Havells Fans and confirms how the brand is aligned with a new and progressive way of thinking when it comes to our society at large. This year Havells has taken its communication pan India, focusing on the south markets as well.

     

    The subject taken in the TVC for southern markets is delicate and something every girl in south India will relate to. Havells has gone a step ahead and shown how a change in the mindset of a family can help a girl child feel as a part of the family.

     

    The communication developed by Lowe Lintas has four TVCs all catering to one issue each that still exists in the society. It subtly states the issues and how they are slowly being rejected by progressive thinking, by people of the modern India.

     

    The media objective of the campaign is to create awareness and amplify the #WINDSOFCHANGE proposition. Media agency Motivator is currently running the campaign on TV and it is gaining high visibility through mass reach platforms like IPL and sponsorship of celeb dance show Nach Baliye on Star Plus. The brand proposition of “HawaBadlegi” is brought alive through content integrations on Nach Baliye. Buzz is also being created on digital platforms like Twitter, Youtube and Scoopwhoop.

     

    The campaign urges viewers to change their attitude towards the women in their lives. For e.g. a take on the way women are perceived and portrayed in Bollywood, through the lens of jury members of the censor board – in the communication developed by Lowe Lintas, the film has attempted to keep it light and still get the message across. The other TVCs take one issue at a time and show “how the winds of change” are blowing issues away from society. One of the TVC’s picks a controversial topic like ‘conversion’ and still manages to keep it within the realm of our everyday lives, so everyone can relate to it. The last TVC focusses on austerity and is a take on the kind of charity that is truly valuable and that which has a lasting impression. Each TVC builds on an issue seen in society today and how simple changes in the mindset by people can solve these issues.

     

  • … and Sony sits pretty on ad inventory as it inks deals with Hero Moto, Xolo, Microsoft, Havells et al

    Ole Ola… less than a week to go for FIFA World Cup 2014

     

    By Pritha Mitra Dasgupta

     

    With barely a week to go before the soccer world cup FIFA 2014, Sony Six, the official broadcaster of the tournament in India, has managed to sell half its on-air advertising inventory, MSM president Rohit Gupta has said.

     

    “We will be closing in most of the deals for the remaining inventory next week”, he said. The tournament will also be aired on Sony Six HD in English and Sony Aath, the Bengali channel of the network. According to TAM data shared by Sony Six, in 2010, 62.7 million Indians tuned in for the FIFA World Cup.

     

    “This year we are expecting the viewership to cross 100 million and it will be at least 50% of the IPL (Indian Premier League),” said Mr Gupta. IPL 2014 received viewership of over 185 million and the 2012 World Cup T20 raked in a viewership of nearly 120 million in India.

     

    “To that extent, football viewership in India is growing at a steady pace of 20-30%,” he added. The data also shows that in 2013 alone 155 million Indians watched football matches on various channels, which is only second to the top game — cricket, which is watched by 209 million Indians.

     

    While the channel has mnaged to ink deals with some of the top advertisers including Hero Motocorp, Xolo Mobile, Microsoft, Havells, Sony India, Samsung, UB Group, Micromax and Diageo, some advertisers have shown concern over the odd match timings. While the sponsors have paid anywhere around Rs 15-20 crore, a 10-second slot on the channel is selling at Rs 2-2.50 lakh, which is almost half of what it had charged during the recentlyconcluded IPL.

     

    “It is not a problem at all because 60% of the matches start before midnight”, said Mr Gupta. Concurs Basabdatta Chowdhury, CEO, Platinum Media, a subsidiary of the Madison World. She said, “A good number of matches will be played at 9.30 pm and World Cup timings have always been in the night. Moreover, South East Asia is a huge football market and therefore some of the match timings have been adjusted to suit the viewers. So timing is not a concern at all.”

     

    However, some media planners have raised concern over the distribution of Sony Six and how many market it reaches in comparison to other established players like ESPN Star Sports and Ten Sports. “The distribution of Sony Six is 50-60% of that of other top sports channels in the country. So advertisers are pretty apprehensive about the reach of the platform and that why the channel is left with so much unsold inventory. Unavailability of Sony Six could be a dampener to its advertising revenues,” said a senior media planner who didn’t wished to be named.

     

    But Mr Gupta says distribution of the channel is not a concern at all. “The biggest testimony of that is the IPL figures. If we didn’t have the reach then how is IPL viewership growing?” he asked. The channel has also planned a two-hour wrap around show on Sony Six which will be aired for 32 days and the channel has signed in actor John Abraham to spearhead the show.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • While the compulsion to move part of annual cricketing spectacle out of India may have taken off some of the excitement, sponsors have made a comeback. Now for the viewers…

    IPL 7: Living on a prayer, and a little luck

    By Johnson Napier

     

    Blame it on the late player auctions that were held early this year or the match-fixing allegations that keeps cropping up intermittently or the fact that the General Elections may have taken the hype away from the greatest sporting spectacle coming out of India every year – the IPL. While IPL 6 was already making waves this time last year, the scenario is a little different in Twenty Fourteen with most team-owners still making last ditch attempts in getting their act together including enticing advertisers into partnering them afresh.

     

    But whatever the challenges being presented, the tournament does promise to provide its dose of entertainment this year as well. To begin with, there would be only 60 matches being played this year with the tournament being staged in two phases including one in the UAE from April 16 to May 1 and the India leg that will be staged from May 2nd onwards. In fact broadcaster Multi Screen Media (MSM) is already making its presence felt and has managed to get a decent number of brands to endorse the event this year as well – the same number as IPL 6.

     

    MSM has inked deals with nine presenting and associate sponsors for the seventh season of IPL. The presenting sponsors include Vodafone and Karbonn Mobile who are estimated to have spent approximate Rs 50 crore while the associate sponsors comprise Amazon India, Havells, Perfetti, Marico and TVS all of whom fall under the Rs 25-30 crore cost bracket.

     

    While MSM does seem to have made sufficient inroads with brands, what will eventually decide the success of the tournament is the average viewership ratings that it will throw at the end of the tournament. According to data shared last year, IPL managed to generate an average cumulative TVR of 3.1 in HSM markets and a rating of 3 in C&S 4+ all India. This was much lower than the 3.45 HSM average TVR it reported in 2012.

     

    Ashish Bhasin
    Anita Nayyar

    Sharing his opinion on whether the tournament will live up to its hype or not, Ashish Bhasin, Chairman & CEO South Asia, Dentsu Aegis Network and Chairman Posterscope & psLive Asia Pacific, said: “I think the seventh season of the IPL will build up as the tournament progresses and be near normal towards the final stages. But it will have a slow start, compared to past years,” he affirmed.

     

    Putting forth her views, Anita Nayyar, CEO- India & South Asia, Havas Media Group said, “IPL has always been an interesting event irrespective of the reasons. Across seasons it has delivered well whether in India or South Africa. Especially the last leg towards the finals has always been an advertiser’s delight with ratings upwards of 10.”

     

    On what the current season will hold for the tournament, Ms Nayyar said, “The seventh season is generating a lot of interest inspite of the shift between UAE and India amongst advertisers who do view IPL as a mass reach medium. Moreover, while it is election time the interest in IPL still stands. This is further vindicated by an analysis of viewership of various genres during elections, which indicates that it does not have any major impact on sports (cricket) or GECs, however the Hindi news genre gains share. Given the situation, IPL holds its own and should continue to deliver viewership and hence interest and acceptability from advertisers.”

     

    Perhaps the right indicator of how viewership could be bought back to the sport could be assessed from what Vinit Karnik, National Director, Sports & Live Events, GroupM ESP had to state in the SportzPower-GroupM joint report on the Sports Sponsorship report. Karnik had stated thus: “Even though the IPL is off to a rough start this year, in the long run accountability, better corporate governance, more transparency, are all good for not just the IPL, but the BCCI too.”

     

    Another factor that will decide whether the tournament receives a positive response this year is the buzz that it will create from the online medium. This year, starsports.com has licensed the digital distribution rights for IPL 2014 from Times Internet. Starsports.com thus will be streaming video on demand on its portal and would not be played on Youtube like last year. With an aim to attract 20 million more users onto the digital platform, starsports.com will be looking at bettering the 2013 viewership numbers that were reported to be in the region of 200 million video views.

     

    Thus, with the countdown to the greatest cricket spectacle only a few hours away, one can look forward to an average outing from the team and brands at the IPL this year. One only hopes that the match-fixing allegations do not make their presence felt yet again or the organisers will have to face additional bottlenecks next year as well. And possibly no ‘bulawa’ as well.

     

  • I am all for crazy stuff. But the crazy must fit into the brand promise smoothly, else it's a waste of time. People, break the clutter by all means, but break it with an intelligent method

    Debrief: Havells Fans: Stupid pun

    By Anil Thakraney

     

    Havells Fans’ advertising usually shines, but their new ad makes you squirm. No, they haven’t done anything safe, the ad still tries to stand on the legs of an offbeat idea, but on this occasion the idea sucks.

     

    The TVC is set inside a marriage registrar’s office. A just married couple has arrived to ‘regularize’ their shaadi. The clerk is noting down their details, and she assumes that the bride will now adopt her in-law’s family name. But the ‘forward thinking’ groom corrects the lady. He declares, quite proudly, that it is he who shall change the family name, and not his newly minted missus. As you begin to wonder where this is going, we are introduced to Havells Fans. The connect? It’s in the punch line: Hawa Badlegi.

     

    Now that’s a really desperate pun if there ever was one. It’s forced, it’s juvenile. I can imagine a trainee copywriter being put under pressure to come up with something funky, and he/she pulls a stunt with ‘winds of change’. The fact that this nonsense turns into an ad is a compliment to the ad agency’s selling abilities.

     

    Don’t get me wrong, I am all for crazy stuff. But the crazy must fit into the brand promise smoothly, else it’s a waste of time. And punning, to my mind, is usually the work of a lazy creative person. People, break the clutter by all means, but break it with an intelligent method.

     

    By the way, it’s an excellent ad for a marriage counsellor.

    Rating: (On a scale of 1-5): 0. Forced pun. Doesn’t work.