Mumbai: Leading FMEG Company, Havells India has rolled out a new campaign for its technologically advanced ceiling fan offering. Conceptualized by Mullen Lintas Delhi, the campaign It’s not just a fan, it’s a ‘Feeling Fan’ showcases IoT (Internet of Things) enabled smart features like voice control through smart devices, a mobile app for remote access, and smart mode, where the fan automatically senses the temperature and humidity in the room and adjusts its speed. All the smart features are conveyed in a simple to understand format devoid of technical jargons.
The campaign idea gives a fresh feel to the technology and presents it in a playful manner resonating with the message that even a kid can understand and operate it with ease. The technologically advanced smart features are described in simple language like it ‘feels voice’, ‘feels touch’, and ‘feels sweat’ to instantly connect with consumers.
Talking about the campaign, Azazul Haque, CCO, Mullen Lintas said, “Havells fan has fascinating features. A fan that’s voice-enabled and can speed up or slow down on its own depending on the humidity of the room. So, the idea was to position them as extraordinary fans. And we thought, a fan that can feel your sweat, your voice shouldn’t be called a ceiling fan, but a feeling fan. The story of two kids, one flaunting the technology and the other getting awed by it, is to make the film engaging and to also convey the message that controlling Havells Smart Fan, Havells Feeling Fans, is child’s play.”
Commenting on the campaign, Amit Tiwari, Vice President – Marketing, Havells India Limited said, “As a brand, we have always strived to launch products that connect with the desires and aspirations of our consumers. As the pandemic has underpinned the significance of ‘no touch’ accessibility, IoT-based product offerings are gaining huge traction in the urban and suburban towns of the country. While there are people who struggle to operate a technologically advanced product, with the campaign we have targeted to sensitize the genre that it is so easy to operate that even a kid can handle it. The campaign is all set to connect with its audience while also speaking about the product features in a simplified way through its narratives.”
The campaign film gives a unique touch to the product story of ‘technology and innovation’ in an endearing manner, further enhanced by the cast featuring two young children. The lead child actor explains to her friend the various offerings of the ceiling fan that it’s no more ‘just a ceiling fan’ and is capable of much more. The campaign is available in Hindi and other regional languages – Marathi, Bengali, Kannada, Tamil, Telugu, and Malayalam. It will also go live on Havells’ social media channels with a detailed out-of-home penetration.
Client: Amit Tiwari, Arunima Yadav
Creative: Azazul Haque, Sarabjit Singh, Arvind Murali
Business: Hari Krishnan, Sanket Chaudhary
Planning: Ekta Relan
Production: Caffeine Films (Director: Aarti Desai)