A lighting company in India has launched a campaign that suggests that when people save money, they become more generous and kind.
The campaign for Havells, by Lowe, centres on a woman standing on her own outside a shop, who becomes alarmed when the store owner switches off the lights.
Amer Jaleel, national creative director at Lowe Lintas + Partners said: “Havells tries not to tell its loyalists why they should buy a Havells. Unlike the other brands who make a ‘sensible’ or ‘savings’ pitch to their consumers, Havells helps you discover what you can do with a Havells LED. So we are telling stories of how people can share light and go beyond the obvious benefits of saving electricity. That’s what will build the overall brand franchise for Havells – Happy Lighting.”
Vijay Narayanan, VP of marketing for Havells India added: “The objective of the new campaign was to build an emotional connect with the consumers while communicating the savings benefit of LEDs. In addition to that we also wanted to showcase the wide range of LED products that Havells has to offer.”
Creative: Amer Jaleel, Shriram Iyer, Prasad Venkatraman, Abhishek Dey, Nisheeth Srivastava
Business: Syed Amjad Ali, Sonia Upadhyaya, Twishi Pande
Producer: Chrome Films
Director: Manoj Pillai