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With cricket fever soaring high at the onset of IPL Season 3, electrical equipment manufacturer Havells India, which has a record of using 'cricket as a channel than a medium for its promotion', has rolled out a brand new campaign for its range of products.
The campaign, which so far has broken in the form of two TVCs - one for its collection of CFLs (compact fluorescent lamps) and the other for RCCB, MCPs (miniature circuit breakers), also has another two in the pipeline. The upcoming TVCs will be for the brand's energy saving fans and the range of wires/cables respectively. All the ads have been created by the brand's agency, Lowe Delhi.
Creative Punch
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The first ad shows a hangman feeling guilty after executing a death sentence. He comes home with a heavy heart. However, switching on the CFL at his home makes him feel better. He realises that he is at least doing some good by saving the environment and saving electricity. The VO runs 'Zindagi main hum sabko paap karna padta hai, kuchh to punya kama sakte hai, bijli bachake'. (We all have to commit so many sins in our lives; we can earn some blessings by at least saving electricity). The ad then upholds the energy saving proposition of the brand's CFLs.
While explaining the creative idea behind the ad, R Balakrishnan (Balki), chairperson, Lowe Lintas, says, "The ad depicts a real life situation. All of us have to do what we have to do in our daily lives, but when we know we've done something wrong as a part of our job, a feeling of guilt creeps up within us. We feel good when we do some good deeds like a little charity or small bits of help. It's a way of compensating for our guilt.
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"Here the hangman who feels bad each time he does his work and puts somebody to death feels good by saving electricity," adds Balki.
The approach in the hangman ad, Balki narrates, is kept bold and stark to break the clutter and appeal to the consumers. The casting of the ad, he admits, has been done keeping the tone of the creative in mind. "We have featured a random guy from Chennai who has never acted in a film. However, it's his unconventional looks and powerful expressions that has made the ad look so real," he says.
The new 'Shock Lagaa' commercial is actually a sequel of the earlier 'Shock Lagaa' campaign. Keeping the concept and the premise intact, a new plot has been created and given a tongue-in-cheek treatment.
The ad starts with the protagonist trying to switch on a hair dryer and receiving an electric shock. As his maid comes to his help, both of them start shivering from the electric jolt. The protagonist's wife, who mistakes them to be dancing, tries to set them apart but instead joins the gang. The laugh riot continues until the protagonist's son removes the hairdryer with a piece of wood. The thumping track, 'shock laga laga', further sets the comic tone. At the end, the VO runs 'Havells nehi lagaoge toh shock lagega', reinstating the shock proof proposition of the brand's MCBs.
In the earlier ads, such as the Shock Laga ad (shock proof switches), Ujjawal Ati Ujjawal ad (CFL bulbs), or the mother-son story (fire-proof wires), Havells has successfully utilised emotional twists and humorous gestures.
Explaining the reason behind incorporating emotions and sentiments into a hardcore functional category such as electrical accessories, Balki clarifies, "The category itself is very drab and not many people take interest in it. We try to incorporate emotions and sentiments in our communications to make it closer to people's heart and also to stand out amidst all those who keep talking about numbers and features."
The hangman ad is produced by Red Ice Films and directed by Gauri Shinde. The Shock Laga campaign is directed by Nikhil Rao, and produced by Chrome Pictures. The ads are written by R Balki and the creative director for the hangman TVC is Uday Shankar; Anand S is the creative director for the Shock Laga TVC.
Causing 'hang'over or shock?
When it comes to TVCs, Havells has impressed the ad fraternity time and again with the distinctness of its communication. However, the question is - will history repeat itself? Well, the fraternity seems to be divided on that.
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Both Vineet Mahajan, senior creative director, McCann Erickson Delhi and Mani Jayaram, vice-pesident, creative, Euro RSCG India liked the Shock Laga campaign better. "The TVC has a sense of humour. It conveys the message 'use Havells' in a simple but effective way. Also, the production quality is good. Nice track as well. This TVC would, in my opinion, give the brand a recall value and the desired results," adds Jayaram.
However, both of them have their concerns about the hangman campaign. "I can sense that for this one, the reaction would be quiet polarised. While the advertising community may applaud it for its edgy-ness, I am not sure if the junta will appreciate such a dark story," says Mahajan.
Jayaram adds that a brand should speak in the same tone and manner in every piece of communication in a single campaign. Here, one TVC is on a lighter vein and the other is quite 'sad', which may confuse viewers.
Contradicting these views, Naresh Gupta, director, strategy and planning, Dentsu Marcom finds the insight on wastage in the hangman campaign quite interesting. "Wastage is evil and you can do your bit by saving. This is a very compelling argument. The TVC is fairly engaging and captures attention," he adds.
However, he fears that in these times, when conservation seems to be becoming an overriding theme in many brands' propositions, the ad may suffer from 'haven't I heard this before' kind of syndrome.
Although Gupta finds the Shock Laga ad entertaining as well, he believes that the brand needs some new stories. "In its current form, it may not be as hair raising as the earlier commercial," he opines.
Hoping for the best
No matter what the industry has to say, the client is happy with the way the ad has turned out to be and hopes it will stand out. Vijay Narayan, vice-president, marketing and communication, Havells India feels that when it comes to wires, cables and switches, consumers are not very concerned and informed and thereby, go by the choice of the electricians.
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"Our challenge is to change the consumer mindset and make them ask for the brand the next time they visit an electrical shop. Earlier, Havells has managed to overcome this challenge through powerful communication. This time, too, I hope the same."
While talking about what he liked the most about the present campaign, Narayan says, "The most interesting part is that here, every piece of communication has a unique tone and a distinct way of execution. If the hangman ad has a serious overtone, the sequel of the Shock Laga ad has an amazing sense of humour. The yet to be released ads, too, have a comical essence and a sentimental twist unique to them."
While talking to afaqs!, Narayan shares that in the current fiscal (ending in March), Havells had a total marketing spend of Rs 70 crore. Of this, Rs 50 crore went into advertising initiatives. Furthermore, 95 per cent of its ad spends has been directed solely towards cricket. Narayan plans to repeat the same figures this year as well, unless some urgency crops up.
Giving further details on the brand's cricket fixation, Narayan explains, "We associate ourselves with the game because cricket gives us eyeballs. Another advantage of associating with big events like cricket matches is that these help to build the perception that we are a big brand."
For the record, Narayan claims that Havells India currently has approximately 20-22 per cent market share in MCBs; 17-18 per cent in wires, 16-17 per cent in fans; and 14 per cent in CFLs.
© 2010 afaqs!From Angie, Wed 12 May 2010 04:28:17 PM Isnt the hangman already doing something good by hanging a criminal???
Wot was the point of executing such a baseless ad?
From PvDdicted, Tue 06 Apr 2010 07:18:53 PM the new shock laga ad is a straight copy of the ending sequence from the movie 'hungama' where everyone gets electrocuted in a chain reaction way......
From Srikant Kumar Maharana, Wed 24 Mar 2010 12:47:40 PM I dont like the ad. I am quite sure that no testing has been done in the market before release of the ad.
From deepti, Mon 22 Mar 2010 10:16:57 AM The hang man ad is simply repulsive... there is no black/dark humour in it either. The ad simply indicates lack of common sense amongst the advertising and brand team...
The hangman does not commit a sin...the one who gets hanged committed the sin...
The Hangman's profession is noble and he does all of us a favour my following court orders and killing those who deserve to be killed..
From naveen sequeira, Sun 21 Mar 2010 08:16:28 PM shock lagaa to shock lagaooooo:))...hmm after reading all the comments I, naveen,,the future star of advertising have this to say...if th ad is no liked...its a flop period. Its like the movies,,,whoever the director,,whtever his justification...the fate is decided on a friday...if the audience says its bullshit..its a flop...period. HAving said that...the obvious conclusion is that the hangman is a flop if all dont like it. ut but but...i still give credit to balki for having the balls to try something different...remember...when u take riskes...it wont work always...but to have the balls to take them is 100 commendable becoz only when u try out somethig diferent will u u have the chance to taste great success...ofcourse great failure is the risk u take. Damm...i actually liked the ad:)) but i guess havells wont be happy knowing only 1 in every thousnd liked it. So i have to agree that it has flopped
From Shayan Belliappa, Sat 20 Mar 2010 07:36:23 PM I think the TVC s of Havells just don have a continuity with the message they are trying to communicate. Both the situations look opposite.The purpose of an advertisement would be only to create awareness and not to increase the sales. Saving electricity is perhaps a very gud message which could have been portrayed with a better means.
From Pratik , Sat 20 Mar 2010 12:52:17 PM The Hangman Creative is pathetic.
Its is his work.and he need not feel that he has done a sin.
Sorry i did not like it.
Second one is nice
From Zurcksis, Sat 20 Mar 2010 11:11:18 AM Judging from all the comments above I think the Hangman commercial has created quite an impact, but on the wrong side. They have got noticed and everyone is talking about it. All have noticed the hangman, but the core message seems to have gone un-noticed. Even if the message has been understood, the way of communicating it has not been accepted. We says the ad is too serious, but then so is the issue. Electricity is a big concern today and no matter what initiative our system takes there will still be huge wastage. There had to be a serious stand taken towards this concern and I think Lowe has hit the nail in the head. At the same time I agree that the stance is a little too strong in this case, but then did we care about swithing off an extra tubelinght/fan before? Also, the ad cannot be compared to 'Shok Laga' concept as the product is totally different and has already created a stand for itself earlier. Who knows, the Hangman can go on become the new face of CSR at Havell's.
From shiv vasisht, Fri 19 Mar 2010 03:08:30 PM Dear Bond,
There is just one line you need to learn about advertising before you start your career in it: We sell, or else... (David Ogilvy).
Ogilvy also spoke about the 'appeal' of an ad. As has been mentioned here, enough people want to know how this ad's appeal is going to translate into sales. Top-of-mind awareness is not sales.
Given that you obviously do not know how to balance being TOM and appealing, perhaps you might want to consider some hypothetical commercials to see what damage they might do to the brand:
- Daag achchey hain, with a man cleaning sewers;
- Morning-after pills, with a rape victim;
- Dettol snaan, with a bleeding slodier.
I trust you get the point.
I wish you luck. Sincerely.
From Sandy Karwa, Fri 19 Mar 2010 01:18:24 PM Hangman Ad is a pathetic one.. and a big shocker to know that it came from Lowe.. such a dark and stupid story.. am cent percent sure that some1 who has seen the ad once will immediately switch the channel the next tym ad comes..
From Xerius Xavier, Fri 19 Mar 2010 11:38:14 AM The hangman ad is in spectacularly bad taste. Right off the bat, that's hardly the kind of response a brand would wish to evoke amongst its potential consumers. Shiv Vasisht above has raised some very valid points, which I agree with completely.
One only has to do a quick search on Twitter to see the extent to which this ad has been reviled.
I fail to understand the way that the hangman's job and saving electricity have been tenuously connected by this piece of work. It is irrelevant at best, and illogical at worst.
What's more galling is the singular lack of any insight (consumer or otherwise) that this commercial is based on. In real life, hangmen do not feel guilty - to them it's just a job. They may ask forgiveness (and they do, apparently) but at the end of a day it's a job, and they are carrying out a sentence that has been passed with the due process of law. If the creative team had bothered to do any research, they would have read the interview with Natta Mallick, the hangman from West Bengal. He clearly says that he is only doing his duty and guilt does not enter the picture, let alone sin.
Even if in some remote corner of the creative person's mind there existed a hangman who felt guilty about his job, surely the 'redemption from sin' would not take the long-winded route of installing CFLs and saving electricity and thereby doing a small bit for the environment. When consumers assuage guilt, they do it in an immediate and meaningful way - not by going to a shop and buying a CFL.
This ad is thoughtless on many different levels!
From MarkCons, Fri 19 Mar 2010 11:20:30 AM I thought the ultimate purpose of any advertising was to generate sales. You can create awareness (in this case SHOCK), but if it is not translating into sales, what is the point?
To Mr. Bond's point of not having a sense of humour, people do like the other shock laga ad, but the hangman ad is in any bad taste and also technically flawed. But then again if you are making ads for FUN rather than for awareness/ saliency/ promotion/ reinforcement etc. which ultimatley results in sale, I think you are wasting your time and the clients money.
From Janardhan, Thu 18 Mar 2010 10:06:42 PM Most of the comments I read here just confirm the fact that we Indians don't have a sense for black humour. Come on guys step off your high horses. Any s**t dished by PP and gang will be lapped up. The very fact that this ad goit noticed means the communication has worked along with the brand which is being promoted ( Havells MCBs and CFLs). Unlike the NY Max Life Insurance ads where you recollect the brilliant stories but will be hard pressed to remember the brand.
From Adi Mehta, Thu 18 Mar 2010 04:24:18 PM How can you justify anything as bizzarre as this? The hangman commercial tries to tell viewers that sins will be forgiven as long as you go and buy our bulbs. So go ahead...kill, steal, loot...but then go home and feel relieved you switched on a Havells CFL. Agreed that controversy is a great way to try and sell a product, but I seriously doubt consumers will fall for something so ridiculous.
From Pankaj Sinha, Thu 18 Mar 2010 04:05:26 PM Shock laga. Shock laga. Shock laga. This is what I felt after watching the havells' new campaigns. Original 'Shock Laga' was rocking while these seems to loose the same effect. The wire ad ends before it could really give a clear view of what it is talking about. While the hangman ad started, I guessed it to be of SBI's ad campaign - Customer of SBI, kinda ad. Any way, better luck for next campaign. Hope that will re-create Shock Laga effect.
From Max Mehta, Thu 18 Mar 2010 03:49:52 PM It's the most ridiculous ad i have seen. To say you can wash away your sins by turning on a friggin bulb is the ultimate in bad taste. Is this what the company wants to tell its customers and viewers?
That its ok to commit any sin (man, you're human after all). But after that, please go and buy my bulb and god will forgive all. I suppose that after this, the agency guys will have to go and buy every Havell bulb in sight and hope like hell thatl they are pardoned.
From Adarsh Appaiah, Thu 18 Mar 2010 03:20:17 PM Stark n bold to break the clutter, almost all the ads are done with the same intention. I have been a great fan of Mr. Balki but the Hangman ad is a bad ad n taste . Even though a lot of people are talking about it, Havells as a brand has grown in the audiences mind (thanks to the earlier communication, specially the 'shock laga' campaign) and enjoys a good recall. Its obvious that it has grown beyond the launch stage to create awareness or to have such a cheesy communiucation with the objective of creating a buzz.
From Sheila, Thu 18 Mar 2010 01:51:04 PM I wanted to ue the words pathetic and depressing for the Hangman ad. But i see they have been used. However, what is interesting is that a certain Mr. Bond defends the ad by saying it is being spoken of. I would like to speak to him directly and know whether a talked about commercial always sells. Sure, we can't miss the ad but that's what makes it so hated. And being hated doesn't improve the sales graph. And, since you are also quoting Naresh Gupta, let me tell you even the best brains in world advertising have been wrong. Droga, French, Davis, they all have failed. but perhaps you are so besotted by a talent that you fail to believe they can be wrong. IF IT WERE A MOVIE, IT WOULD HAVE BEEN AWARDED THE RAZZIES.
From Visal, Thu 18 Mar 2010 01:48:34 PM The TVC of hang man ad creates an indifference and dull-null feeling.
Sequence of the Shock TVC is funny and naughty until the kid enters. Instead son, if wife misreads them angrily and handles them with wood log while seeing the shocking dance-like situation would have been more meaningful.
From Bond, Thu 18 Mar 2010 12:46:07 PM And one more thing guys, at least learn from what Naresh Gupta has to say in his comments. He is a very senior planner and he obviously sees a lot of merit in the ad. So, please give the mature and senior advertising people some respect.
From Bond , Thu 18 Mar 2010 12:39:20 PM You gentleman are clearly a bunch of serious people. Why do you all have to take it so seriously, its just an ad afterall. Oh God, India is full of such serious people. Relax and chill, its not a war out there. As I said, somebody has done such a fantastic ad, and made evreyone talk about it. I would say, not just save energy, save your tears too!
From Kappywriter, Thu 18 Mar 2010 12:18:19 PM The Hangman one is pathetic. I understand agency's urge to fit in a social message or emotional connect in ads, but equating 'switching to a CFL' as a 'punya' is so, so, so corny. On top of that, comparing it to a serious feeling (hangman's guilt) makes the connect such a sham! Don't make the product this big, guys!!! It is just a product and there are much bigger things in life... don't play with emotions just for the heck of 'breaking the clutter'!!!
From Bond, Thu 18 Mar 2010 12:13:24 PM Hey guys! Appreciate that you all don't like the ad. But imagine how many people are talking about it already. And if you could quote other ads which has given this kind of popularity, so fast. This ad is like a bullet. Has made everyone at least participate in the discussion even if few are liking it. Isn't advertising supposed to do this?This ad is bang on. Superb, it is. And the client is getting full return on his money as it has engaged everyone. So, chill and see it how a great piece of work it is.
From Rohit, Thu 18 Mar 2010 11:39:07 AM The hangman ad is outrightly depressing. I've watched it 3-4 times now..but it still tears me apart everytime i see it. I'm sure there are better ways of selling a damned product -this ones definitely not it.
unforgivable advertising.
From shiv vasisht, Thu 18 Mar 2010 11:34:21 AM Very sorry, Balki, I am a great admirer of yours for the mountains you have moved, for your absolute disregard for awards, your thought-provoking films, but the Hangman commercial just has to be the ultimate in bad taste!
True, he must suffer from guilt (as would the judge, prosecutor and jailor), but to reduce his calling to a "sin"! Makes one wonder how we might define the work done by our defence and paramilitary forces! And what compensation to wash off "a bit of the sin"? A CFC lamp? Come off it!
(Let's just hope hangmen don't have a union in this country; one where we have tenets like "karmo parma dharma"!)
That apart, what made you break away from the tone of voice of the brand? I can think of 'n' number of executions (pun unintended, really!) to get the message across in the tone and manner of all the good work done now and before. How about a guy jerking around with the electricity bill in his hand? Or a slap-stick version of an electric chair execution, jailors laughing, but changing the bulbs because the guy is not going down? At least there'd be some connect with the basic product promise, while remaining alien to our society, without any misplaced moralising!
Hang the morality issues, as well. Do you think people will really go and buy a Havells CFL post this commercial? Do keep us posted on the sales figures?
Once again, no offence meant, though plenty taken! This could have come from anyone, but you. Really, shock laga!
From Vivek, Thu 18 Mar 2010 11:18:35 AM Hangman ??? Worst piece of creativity. Absolutely absurd !! Pl grow up and don't damage your brand like this.
All hard work gone in drain by such saddiest ad.
From Bond , Thu 18 Mar 2010 11:15:53 AM hey guys, chill. Relax, its just an ad, don't give yourselves a heart attack. And do some work as one can see you buggers have no work to do
From Pari, Thu 18 Mar 2010 10:46:14 AM It's Havells worst piece of communication ever. The earlier ads were definitely more engaging.
From harish thadani, Thu 18 Mar 2010 10:09:38 AM hangman- bad, bad, bad...a dark, dark story...whats the relevance...its faaaar stretcheed and puts u OFF the brand...AS FOR 'shock lagaa' its much better but the plot seems to be copied from the climax of the movie HUNGAMA
From Anand Narasimha, Thu 18 Mar 2010 09:59:10 AM IHere's a question for the Havells Agency and Marketing team:
The 'same' Brand is speaking in two different languages and portraying diametrically opposite personas.
For MCB its light-hearted and energetic, while for wiring/CFL its thoughtful and concerned.
One is fun while the other is serious.
Isn't there a contradiction in the brand's personality?
Would love your views?
From Jacob, Thu 18 Mar 2010 09:19:41 AM Hang the guys who created that sadistic & sick 'Hangman' commercial. Better off watching 1980's art movies.
