Lowe Lintas Delhi unveils an emotional ‘wires that don’t catch fire’ tale for Havells Wires

As a brand, Havells Wires has always stood out in the way it communicates its core message to its audience. Taking its credo ‘Wires that don’t catch fire’ further, Havells Wires has unveiled a new campaign that depicts an emotional bond between a father and daughter. As it has done with its past campaigns, the brand has leaned on an emotional tale to lend across its message to the general populace. The strategy being that a functional benefit such as a fire-proof wire when shown through an emotional angle makes the communication seem more relatable and believable.

VIEW THE SPOT

Explaining the rationale behind the new film, Vijay Narayanan, VP-Marketing, Havells India Limited said, “The objective was to reinforce the product proposition of ‘flame-retardant wires’ by means of a powerful emotional story which connects with the consumers.”

Conceptualized by Lowe Lintas Delhi, the commercial has been shot in the picturesque state of Kashmir. The story is set on a cold, winter morning at Dal Lake, Kashmir. A daughter, who must have risen early to prepare lunch for her hardworking father rows a boat across the lake to deliver food in a tiffin box. By the time she reaches him, the food is almost cold. Fearing that the food will become inedible once it’s cold, she urges her father to eat immediately. But her father bogged down by work, shirks her away. Undeterred the girl continues urging her father, but then she eventually gives up and leaves. But before leaving she uses Havells wires as an apparatus to heat the food.

Sharing his thoughts on the creative approach behind the film, Amer Jaleel, National Creative Director, Lowe Lintas + Partners (pictured left) said, “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. These days some brands are also channels. What will emerge from Havells is something that people are looking forward to. In that light we wanted the wires work to add to the emotional equity on Havells. We try to be simple and real and somewhere we wanted the brand to be viewed as being a part of lives in every part of the country. Set in Kashmir, the little story echoes every girl’s feelings for her Dad.”

Directed by Anupam Mishra from Crazy Few Films, the film captures the father-daughter relationship in the backdrop of the beautiful Dal Lake, and of course the essence of the usability of Havells Wires propagating their catchphrase “Wires that don’t catch fire.”

Credits:

Director: Anupam Mishra