Havells appliances release a new campaign ‘Saath Ki Life, Sukoon Ki Life’

Created by Mullen Lintas Delhi, the campaign idea reflects the changing times where the responsibility of household chores is happily shared between the couple. The film shows how couples, in building their warm nests, shed their ‘traditional roles’ and just do everything together, leading peaceful lives. A beautiful song sung by popular playback singers Amit Mishra and Nikita Gandhi adds flavour to the film.

To maintain relevance, separate films were shot for south-Indian regions and the campaign is being promoted online and offline.

The film has been posted on the brand’s YouTube, Facebook and Twitter handles. There are a couple of posts specifically created for social platforms.

Amit Tiwari, Vice President, Marketing, Havells India Ltd, said “The home appliance category has seen the entry of many new players as well as existing players ramp up their efforts to target consumers aggressively. In this competitive market scenario the need of the hour was to position the brand as an excellent solution provider, who not only provides great products but actually helps them with their household work. I believe the campaign captures the essence of Havells as a brand beautifully and will help consumers connect with the larger proposition of deeper into homes.”

Commenting on the campaign, Amer Jaleel, Group Chairman and Chief Creative Officer, MullenLowe Lintas Group, said, “Usually electronics and appliances brands go for typical aspirational values. The family in the ad should look upmarket, the home needs to have a particular class to it, we need to up-pitch our brand in relation to the competition. Refreshingly, Havells is anything but typical! We decided to be aspirational but emotionally. So the brand is now repped (sic) by a couple right at the beginning of their life together and Havells’ appliances form the basis of their home bond. The theme of our Aadhaa-Aadhaa brand idea is that romance blooms by working together in a synced way.”

Syed Amjad Ali, President, Mullen Lintas, said, “The Havells Home Appliances category is on the growth track. It needed an idea that made the brand relevant and desirable. At the beginning of careers, the couples do not have extra help and have to do most of the household work themselves. There is also a new reality where there is equality and warmth in relationships and who believe in being equal partners in everything they do. That kind of life is aspirational and that’s what people connect with emotionally.”

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