It's a tiger versus dragon affair for Havells this time

By afaqs! news bureau , afaqs!, New Delhi | In Advertising
Published : January 13, 2017
The campaign is specifically targeted towards the Southern market.

Havells Wires has unveiled its latest communication that takes the core message of 'Wires that don't catch fire' to the next level.

Conceptualised by Mullen Lintas Delhi, the campaign is specifically targeted towards the Southern market. The idea is built around Puliyattam, an art form practiced in Southern India which is showcased mainly during the festival season. The campaign is centered around the insight that a functional benefit such as a fire-proof wire when shown through topical conversation makes the communication more believable.

Explaining the rationale behind the new film, Ajay Shankar, VP - marcom, Havells India, says, "Our strength has always been the ability to create powerful stories that not only bring out the product benefit but also touch upon the larger societal context and appeal to the prevailing sensibilities of our consumer. Wires have been a low involvement product for the end consumer and they have usually depended on the recommendations of the influencers such as contractors and electricians. However, Havells has managed to build a strong emotional connect with the consumer through its powerful and memorable commercials and in the process built an equity for the category. For this film too, we chose to tell a story that borrowed from a popular South art form and added a sense of drama and vibrancy to create a visual spectacle. We are excited and confident that this commercial will definitely capture the imagination of our consumers not only in South but delight audiences across all regions and reinforce our category positioning of 'wires that don't catch fire'."

In keeping with the core idea, the film has been shot in the interiors of Tamil Nadu. The art form, Puliyattamis is often treated as a battle between a hunter and the tiger. The film showcases how the tiger is fighting against a deadly fire-breathing dragon with his tail. It is only later that the viewer's realise that the tail was designed using Havells Wires.

Shriram Iyer

Sharing his thoughts on the creative approach behind the film, Shriram Iyer, national creative director, Mullen Lintas comments, "We consider each category piece on Havells as a mother brand piece. Although this is about a specific benefit of wires it feeds into the Havells brand. We want Havells to become a channel, where every communication is something that people are looking forward to. We needed to take the thought of 'Wires that don't catch fire' down South and we wanted it to resonate with the locals. Set in Tamil Nadu, this film brings out a unique cultural form Puliyattam, the dance of the tiger."

Syed Amjad Ali

Syed Amjad Ali, executive director, Mullen Lintas Delhi adds, "Havells wires needed much wider appeal in the southern market, like it was in the North. Hence, this communication was dedicated to them. And as an evolutionary process, we were able to take 'Wires that don't catch fire' to another level. This piece would create huge affinity for the brand in that region, and make it exceedingly relevant."

Directed by Vasan from Absolute Films, the film captures the unique art form showcased during festival season and the essence of the usability of Havells Wires.

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