Havells Weaves Fresh Tale Of Its Campaign 'Wires That Don’t Catch Fire'
Havells India has come up with a ad campaign 'Wire that Don’t Catch Fire' which is built on the proposition of using high quality wire.
The ad campaign conceptualised by Mullen Lintas highlights and builds on the product’s USP in compelling and captivating style storytelling.
Arvind Agrawal Senior Vice President, Havells India expresses, “Havells is one of the key players in the wire category business, and consumer’s safety has been always our top priority. Keeping this in mind, we are promoting Halogen-free flame retardant (HFFR) insulated wires and educating our consumers the benefits of the products. Havells was among the first few companies to get BIS license. The launch of our new campaign is in line with our commitment to electrical safety while highlighting the advantages of using HFFR wires.”
Adding his perspective on the campaign, Rohit Kapoor, Executive Vice President – Marketing Havells India says, “Wires that Don’t Catch Fire has been an iconic proposition over the years, and we are delighted to expand the narrative with yet another appealing ad film. The film highlights bonding between a father and his son, who, acts like protector who looks after the safety of his child in a similar way as Havells wires keep our homes safe. The campaign beautifully captures the essence of overall electrical safety by showcasing an emotional storyline in a simple yet playful narrative.”
Garima Khandelwal, CCO, Mullen Lintas adds, “Sometimes what we do to protect our loved ones, goes unseen to them, that’s the parallel we drew with Havells wires, which once engulfed in the household structure, protect the house without being visible. Our story is told through a child who thinks there is a ghost in the house that’s his buddy that protects him, but it was all along his dad, who did everything to proactively safeguard his child, there was never a ghost to begin with. We wanted to celebrate the dads and the things they do always thinking about their family’s safety with this new narrative on wires.”
The campaign is running on digital platforms like YouTube, Facebook and Instagram.
