Havells India, a FMEG company, has launched a new brand, Havells Studio, that aims to weave innovative, premium and ingeniously crafted technological products for consumers.
Mullen Lintas was responsible for the brand’s positioning and launch campaign. The brand’s new positioning “Inside Thinking”, launched with the state-of-art Meditate Air Purifiers, which is billed as the first product launch under Havells Studio umbrella, with SpaceTech air purification mechanics.
According to the brand, the product is designed to not just purify air, but to go way further into curtains, carpets, and the nooks of the kitchen to destroy pollutants, particulate matters, and volatile organic compounds. Keeping this in mind, the agency chose to focus on the technology, innovation, and engineering of the product by highlighting these features in the campaign.
Garima Khandelwal, Chief Creative Officer, Mullen Lintas said, “With Havells Studio, we have launched the positioning of Inside Thinking, a platform thought that’s uniquely Indian at its core, that craves the depth, has substance within. Packaging pathbreaking design and innovation that writes the future, but with the proposition that the greatest experiences are always built from the inside. We wanted to own a brand world that had this blend of futuristic technology but made for India, in India. In a design language with premium aesthetics, and widely extendable for its digital footprint, the first product launched is the air purifier and we are excited to see how it’s received.”
Speaking on the campaign, Rohit Kapoor, EVP – Brand Marcom, Havells India Ltd said, “Havells Studio represents our commitment to deliver products and experiences that set new standards in consumer experience. Our first innovative product Meditate is a testament to that, as it offers revolutionary pioneering SpaceTech air purification technology developed in-house by the Havells R&D team in India. The air purifier comes with premium aesthetics and a portable AQI Monitor to deliver superior functionality to users. Our brief to Mullen Lintas was to focus on a storytelling that resonates with the product proposition and brings alive the premium experience it offers. We are glad to see the final result brings alive our commitment innovating futuristic technology made for India, in India.”
The Meditate launch campaign is further amplified by partnering with celebrity influencers including Karan Johar, Soha Ali Khan, Sonam Bajwa, Kunal Kapoor, Rajiv Makhni and Yasmin Karachiwala.
The campaign is live on social & digital platforms and the product is available on online e-commerce platforms and at select MFP stores.
In the hustle and bustle of life, sometimes you just need to slow down and relax. Meditate doesn't only give you clean air also helps in mindful living.
Buy now: https://t.co/oSZboBtp8e#MeditateAirPurifier #HavellsStudio #AirPurifier pic.twitter.com/f3SgsRkHgu
— Havells Studio (@HavellsStudio) February 17, 2023
