Havells has made a name for itself by being one of those few brands with novel marketing communication in seemingly undifferentiated and unexciting categories. Known for taking brave departures from the way the brands in the categories communicate, Havells has carved a distinct space in the minds of consumers. Now, in a refreshingly new campaign conceived by Mullen Lintas, the brand repositions itself with a message ‘Saath Ki Life, Sukoon Ki Life’ (meaning ‘living together, peacefully’).
Amit Tiwari, Vice President, Marketing, Havells India Ltd said “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.”
The campaign idea reflects the changing times where the responsibility of household chores is happily shared between the couple. The film shows how couples, in building their warm nests, shed their ‘traditional roles’ and just do everything together, leading peaceful lives. A beautiful song sung by popular playback singers Amit Mishra and Nikita Gandhi adds flavour to the film, giving it a ‘Bollywood-ish’ feel. The music and lyrics of the song make it a catchy one. To maintain relevance, separate films were shot for south-Indian regions.
Commenting on the campaign, Amer Jaleel, Group Chairman and Chief Creative Officer, MullenLowe 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.”
Syed Amjad Ali, President, Mullen Lintas said “The Havells home appliances category is on the growth track. It needed an idea that made the brand relevant and desirable. At the beginning of careers, the couples do not have extra help and have to do most of the household work themselves. There is also a new reality where there is equality & warmth in relationships and who believe in being equal partners in everything they do. That kind of life is aspirational and that’s what people connect with emotionally.”
The campaign is being promoted online and offline.
CREDITS:
Client: Havells India
Client team: Amit Tiwari, Arunima Yadav, Alankar Dhami
Agency: Mullen Lintas Delhi
Creative: Amer Jaleel, Sindhu Sharma, Arvind Murali, Abhinav Karwal, Anshul Nanda, Anuj Arora
Account Management: Syed Amjad Ali, Priya Agarwal, Aashiq Gesni
Planning: Ekta Relan, Someshwar Mehra
Production House: Coconut Films
Production team: Rajesh Ramaswamy, Tushar Raut, Alok Potnis