In India, wire company tugs heartstrings

Havells India Ltd. and Lowe Lintas + Partners spin a tale of a daughter's loyalty

MUMBAI — An electrical equipment company shows its soft side in an ad created by Lowe Lintas + Partners. The film demonstrates the fire resistance of wire from Havells India Ltd. through a tale set in rural Kashmir, northwestern India.

The spot opens on a cold, winter morning on the Dal Lake. A girl rows her boat across the lake to deliver a traditional metal "tiffin" box of food to her father, who is busy at work. She tries to shield the food with her clothes to make sure it remains warm for her father. When she reaches her father, she runs towards him excitedly, only to be rebuffed.

Unable to distract him from his work, she takes matters into her own hands and finds a length of Havells wire.

The film cuts back to the father who has just about finished his work. He turns around to look at for his daughter and the tiffin box. He sees her rowing away on the boat. He sees that she has used the wire as a hanger to heat the food over a fire, and is moved to tears.

The film ends with a shot of the food being heated and a voiceover that says, "Wires that don’t catch fire."

Amer Jaleel, national creative director, Lowe Lintas + Partners, said, "We consider each category piece on Havells as a mother brand piece. Although this is about a specific benefit of wires it feeds into the Havells brand. These days some brands are also channels. What will emerge from Havells is something that people are looking forward to. In that light we wanted the wires work to add to the emotional equity on Havells. We try to be simple and real and somewhere we wanted the brand to be viewed as being a part of lives in every part of the country. Set in Kashmir, the little story echoes every girl’s feelings for her dad."

According to Vijay Narayanan, vice president of marketing with Havells India, "The objective was to reinforce the product proposition of ‘flame-retardant wires’ by means of a powerful emotional story which connects with the consumers."

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