Havells Fan the fifth Wall
Idea:
Going forward with the theme “Your ceiling is your fifth wall”, our idea was to keep the communication flow simple, yet so catchy that none who pass by, can miss ever miss it. Hence the elements were broken down into three parts. The Fifth Ceiling Idea, The Product, which was the Fan and what could be disruptive enough, to stand out in the crowd. We recreated an avant-garde perspective. Transforming the face of the Billboard into a Ceiling. Which by itself was a unique portrayal for a ceiling. Along with the Havells fan, a larger than life size replica of the actual product made to scale, jutting out of the ceiling and with an icing on this superfluous idea was the Motion induced Fan.
Execution:
After freezing on the creative thought, the next step was to identify the most prolific touchpoints to showcase the idea. Strategic locations, with high traffic hold time were earmarked in each of the markets, of Delhi NCR, Bangalore, Hyderabad, Lucknow. Large format billboards were selected, to render the awesomeness of the idea. The ceiling profile was the face of the billboard, with a larger than life size Havells Fan, made to scale, smartly jutting out of the billboard (the ceiling) and proudly working as a Fan in Motion. Resulting in an awe-inspiring spectacle, much to the delight of travellers passing by each of these innovative billboards.
Campaign Effectiveness:
The breathtaking creativity stood as a hero amongst the existing media clutter, outshining all communications in the vicinity. Was a visual delight for all passers-by, as the fan in motion created a much noted disruption. So much so that, during the campaign period, outdoor as a source of awareness for the brand grew by an average of 140%, with Hyderabad topping the list with a 240% growth.