Havells Wire: Wires that don’t catch Fire
Idea:
Wires and cables are a very low-involvement industry. Most people are not aware of the kind or brand of wires being installed in their home. While advertising has made the brand strong but somewhere wires are still a blind spot for end consumers.
Our task was to make wires a little interesting in an otherwise boring category. Havells has been the undisputed leader in category advertising since many years now. So, who better to lead with innovation in communication too? Hence, our campaign exemplifies out-of-the-box thinking and literally demonstrates our products' USP - 'wires that don't catch fire'. An unseen idea on an uncommon medium made this communication different.
With a major part of our time spent commuting outdoors, we decided to engage the consumers with visually appealing billboards at multiple touchpoints (high impact billboards). Multiple renditions of artistic wires creating the illusion of fire were created and pasted on the billboards. The visually artistic designs brought forth the Havells Wires communication i.e. Wires that don’t catch fire! Our aim of maximizing the impact and communicating the message was thus realized.
Execution:
We used wires to create fire but in the form of ART - Designs that made fire look more beautiful and less fearful. The fire designs were first drawn and then the wire was mounted on the drawings. Eventually, a larger than life mode was created for billboards strategically placed at high impact routes.
Campaign Effectiveness:
To ensure the message reaches to the TG, high-traffic billboard sites were earmarked which carried the message of Havells Wire that Don’t Catch Fire. Over 90,000 sq. ft area of billboard space was used for the campaign which was done in key metro cities.
The entire idea of using wires to demonstrate the visual appearance of fire made sure that the communication reached to the TG effectively. The campaign brought about a remarkable improvement in the sales figures of Havells Wires.
We shortlisted billboards in cities considering the rising number of short-circuit related fire cases in cities. We created a series of designs in the form of art creating an illusion of fire. Roughly over 50k cut pieces were mounted across the designs and pasted across the billboards. The result of the outdoor campaign was overwhelming, which was later replicated across key metro cities.