It’s been more than a month that the entire nation has been under a complete lockdown. Regardless of the place or nature of profession one belongs to, this new reality has compelled us to conduct ourselves differently, at home, and ‘working from home’. In a #FilmFromHome conceptualized by Mullen Lintas Gurgaon, Havells and its innovative range of appliances help to save the day.
The entire nation and society at large have been impacted due to COVID-19 and this has added an ordeal into the lives of people who have to now manage both – work and home.
Amit Tiwari, VP – Marketing, Havells, said “With the current situation across the nation, people have started sharing responsibilities for various tasks within their home so that no one person has to do all the heavy lifting. Our Home Appliances category has over the years spoken about equality and sharing responsibilities among family members’ at various times; starting with the ‘Respect for women’ campaign to the latest ‘Saath Ki Life. Sukhoon Ki Life.’ as well. We are happy to see that in many cases people and family members are stepping up to help their loved ones and want to encourage more and more people to do the same.”
Between cooking, cleaning, and several other household chores, the workload seems to have noticeably increased. To address this challenge, the campaign by Havells and Mullen Lintas encourages everyone to shoulder the responsibilities at home not just with each other but also with Havells’ appliances, which will make the chores simple, quick, and easy to finish.
Talking about the need to be sensitive to this issue, Garima Khandelwal & Azazul Haque, CCOs at Mullen Lintas, said “Sharing of the housework was never as topical as is it today. The lockdown has uncovered many dimensions of couples partnering with each other, and getting through it together. We thought this could be a very real and relevant sweet spot for Havells home appliances, the positioning of “Saathki life, Sukoonki life” re-enforcing the role of appliances in getting through each day, helping each other. The film is by the Mullen Lintas Gurgaon office, some of them also starring in this home production.”.
The #SukoonKaLockdown campaign is now live across the brand’s digital and social channels.
Client: Amit Tiwari, Arunima Yadav, Alankar Dhami
Creative: Garima Khandelwal, Azazul Haque, Sarabjit Singh, Arvind Murali
Account Management: Syed Amjad Ali, Aashiq Gesni