Conceptualised by Lowe Lintas, the TVC, titled, 'Rajesh Khanna - Fans forever', shows several shots from his popular films, while Khanna explains the meaning of fans. He says, "While wind may change direction, fans will remain forever." Then he is shown standing in the middle of a stage, where he is surrounded by various kinds of Havells 'fans'. At the end of the film, he says, "Babumoshai, mere fans mujhse koi nahi chheen sakta (nobody can take my fans away from me)."
R Balki, chairman and chief creative officer, Lowe Lintas & Partners, says, "The idea for the TVC was simple - to show a pun on fans. So, we got on board a cine legend, actor Rajesh Khanna, who had a huge fan following in his heydays. While he does not have those fans now, he still has fans!"
The TVC is currently on air on various channels.
According to industry experts, the television campaign fails to establish a connection between fans, and fans of Khanna. Furthermore, industry professionals believe that the TVC fails to deliver the message to the consumer as it has too many layers and is very complex in nature.
Providing a planner's perspective, Naresh Gupta, managing partner, Bang in the Middle, remarks, "There are issues at multiple levels with the strategy. First, the connection between fans and fans is really tenuous. What is it that the film tries to establish - that there are fans that give adulation or fans that give comfort? The message has too many layers and too many confusing layers. Secondly, the endorsement from Rajesh Khanna has no fit. He is the yesteryear superstar who has no relevance for today's audience."
"Is Havells a brand with heritage? Is it a brand that ruled in the past and wants to connect again? The TVC just does not deliver. On a human front, it is wrong to put an old superstar in front of the camera, right? May be there are his diehard fans that love him but for most, it conveys a meaning that it never intended to," adds Gupta.