Debrief: Havells Wires: Creative spark missing

08 Jan,2013

By Anil Thakraney


Okay, so Havells, which usually does funny or caring ads, has decided to jump onto the public service bandwagon for their new wires commercial. And they have failed to generate any electricity.


The TVC features a living room, with a dad and his little kid watching a Hindi news channel. A neta is seen ranting about the various burning problems facing the nation. Hatred, corruption, unemployment, etc. The same garbage that’s dished out to us during TV dinners. The maha bored kid gets a brainwave. He wraps the national flag around a ‘fire-proof’ Havells wire and proudly presents it to his impressed daddy. The nation is saved from ‘fire’!


Now, I am quite aware what the Havells team is trying to do out here, and their intention is noble. Which is to ensure that a low-involvement product gets quickly noticed through smart alec advertising. However, this particular treatment lacks fire. For one, the association of the Indian flag wrapped around the wire with the efficacy of the wire is tenuous. It took me some exposures to comprehend what was going on. Then, using ‘burning’ national issues as a metaphor for fire protection is a bit childish, to say the least. I hate silly puns anyway. Puns are usually used by writers when an idea is missing. Lastly, I am quite tired of the precocious child thingy, it’s getting on my nerves.


Yup, this commercial is basically burnt-out creative work.


[youtube width=”400″ height=”220″][/youtube]

Rating: (On a scale of 1-5): 1. Stupid pun. Forced association.


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