Havells has recently launched a series of campaigns about their fans, and my reaction to them is that they have continued to produce ads which convey the desired message directly and clearly, and bundled in humour (carrying off the legacy of the ‘shock laga‘ campaign, which was a good watch, with excellent message recall value albeit with a slightly lower brand recall)
Watch the new campaigns below:
A review of these ads:
The message being conveyed is loud and clear. It shows a few situations that are very commonly seen in Indian summers, people waving newspapers, or any piece of paper or garment that they can find to help with the heat. Every viewer can relate with the situation and hence will understand the underlying message in seconds. This brings his/her attention to the ad in time to notice the brand name.
The brand name too is a bit more prominent, connecting properly with the in-built message
The impact of an advertisement in this industry:
Having recently been on the buyer end of fans, I realize that the choice of which specific brand to buy is strongly dependent upon the recommendations of two sets of people: 1) your regular electrician (who usually also tells you the shop to buy it from) 2) the salesman of the shop. When I asked my electrician about which brand to buy, his answer was that I should buy Bajaj fans, as they are ‘the best’. Only when I specifically asked him about Havells did he tell me that ‘yeah, Havells is good too’. Almost identically, the shop sales rep too recommended a different brand to me, and gave a grudging acceptance of the Havells quality.
Hence, while these campaigns in general don’t help in adding credibility to the product quality directly, but they assist because it makes me as a customer ask about the product. And when a direct question is asked about a specific brand, the electrician/sales rep is unlikely to lie. Hence, in an indirect way, the campaigns with a good brand recall help bring the product into the ‘Consideration Set’ (ref ‘consumer buying behavior’) – in a market which is otherwise dominated by ‘expert opinion’ (much like the wall paints industry where the success of brands depends heavily on the recommendations of the ‘colorwallah’)
With an intense competitive rivalry, this market segment, with Havells, Bajaj, Crompton Greaves, ORPAT etc in the play, is seeing a lot of marketing activity as well. But the one player who manages the field-staff and sales reps better will win the race.
P.S.: Some interesting ads from Havells in the past, with similarly catchy conceptlines: