Havells Campaign Hawa Badlegi, #WINDSOFCHANGE
Havells, as an organization, is known not just for premium and world class products but also for their communication which plays an important role in spreading the right social message. This year as well, Havells Fans has extended their campaign thought- Hawa Badlegi( Winds of Change).
The campaign showcases the range of Havells Fans and confirms how the brand is aligned with a new and progressive way of thinking when it comes to our society at large. This year Havells has taken its communication Pan India, focusing on the south markets as well.
The subject taken in the TVC for southern markets is delicate and something every girl in south India will relate to. Havells has gone a step ahead and shown how a change in the mindset of a family can help a girl child feel as a part of the family.
The communication developed by Lowe Lintas has four TVCs (Three for north and one for the south market) all catering to one issue each that still exists in the society. It subtly states the issues and how they are slowly being rejected by progressive thinking, by people of the modern India.
The media objective of the campaign is to create awareness and amplify the #WINDSOFCHANGE proposition. Media agency Motivator is currently running the campaign on TV and it is gaining high visibility through mass reach platforms like IPL and sponsorship of celeb dance show Nach Baliye on Star Plus. The brand proposition of “Hawa Badlegi” is brought alive through content integrations on Nach Baliye. Buzz is also being created on digital platforms like Twitter, Youtube and Scoopwhoop.
The campaign urges viewers to change their attitude towards the women in their lives. For E.g. a take on the way women are perceived and portrayed in Bollywood, through the lens of jury members of the censor board - in the communication developed by Lowe Lintas, the film has attempted to keep it light and still get the message across. The other TVCs take one issue at a time and show “how the winds of change” are blowing issues away from society. One of the TVC’s picks a controversial topic like ‘conversion’ and still manages to keep it within the realm of our everyday lives, so everyone can relate to it. The last TVC focusses on austerity and is a take on the kind of charity that is truly valuable and that which has a lasting impression. Each TVC builds on an issue seen in society today and how simple changes in the mindset by people can solve these issues.