Ad Strat: Havells Fans are Forever

07 May,2012

R Balki,  Chairman and Chief Creative Officer Lowe Lintas

 

1. Name of the Campaign: Havells Fans are Forever

 

2. The Brief: To communicate that Havells fans are forever

 

3. The thought process behind the creative:

Havells is known for interesting advertising and their association with the IPL. They have been associated with all the four editions of the IPL so far. This time round they are back with a new campaign for Havells fans which marks the comeback of the yesteryears’ superstar Mr. Rajesh Khanna in his first ever TVC. This iconic superstar is known for an unprecedented mass hysteria and a frenzied fan following in the history of Indian cinema. Never before or never after, has any film star been known for such a fan following. The new TVC for Havells Fans is a tribute to the phenomenon and the relationship he had with his fans.

 

4. Media vehicles chosen: TV, Print, Internet and in-shop POSM

 

5. Key issues kept in mind while executing the ad:

The ad has to be a Havells fans ad first, and should not get overshadowed by the presence of any celebrity.

 

6. Does the treatment do justice to the brief?

Yes, as it clearly establishes the fact that Havells fans are forever.

 

7. What according to you is the differentiating factor about the ad?

The thought that Havells fans are forever and the way Rajesh Khanna has been used, doing justice to the idea and the thought. This is the first time that in the fans category, a brand has spoken about this proposition, and in a way like this.

 

8. Market and client feedback:

We have got extremely encouraging feedback from the market, including the trade, consumers and also from Bollywood.

 

Compiled by Shubhangi Mehta, AdStrat appears every Monday. If you wish to see your campaign, featuring here, please write to Shubhangim [at] mxmindia.com with a cc to editor@mxmindia.com

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