Havells was aggressively marketing its Fans in the summers by continuing with the ‘Hawa Badlegi‘ campaign for 3rd consecutive year. They were frequently advertising on TV and radio. I don’t remember any other fan brand’s ads (or for that matter, any electrical equipment marketing) during this summer. I was wondering why was Havells spending so much on mass media inspite of others in the category barely advertising? Research revealed the following:
In the fan segment, Havells is targeting a revenue of Rs 1,000 crore in next two years with 16 per cent market share. Havells generates around 40 per cent of its revenue from international business and is expecting the contribution from the domestic markets to go up- Economic Times (April 2015).
Amer Jaleel, national creative director, Lowe Lintas & Partners, explains that there is nothing that separates one fan from the other, except perception.” When you create love for your brand, people opt for you. We thought the best way to get into people’s mind in such a low-involvement category like fan was to put the brand in your head. The communication had to generate a fresh breath in consumers’ thinking; winds of change, if you like,” he says.- Afaqs (2013)
Winds of change and Hawa badlegi are two separate hashtags that have seen immense popularity and participation from people on social media.To add to it, Jaleel says that Havells being a premium brand has tried to appeal to people in an intellectual way. The focus is not on benefits and features of a product but in making the brand speak for itself…..”We believe that the brand can speak a language that the premium consumer can understand. Hence, striking a chord with people through conversations or rather eliciting conversations with a brand is what Havells has tried to do,” he says.- Afaqs (2015)
The media objective of the campaign is to create awareness and amplify the #Winds of Change proposition. Media agency Motivator is currently running the campaign on TV and it is gaining high visibility through mass reach platforms like the Indian Premier League (IPL) and sponsorship of celeb dance show ‘Nach Baliye’ on Star Plus….. Buzz is also being created on digital platforms like Twitter, YouTube and Scoopwhoop-Bestmediainfo.com
With this brand background, lets dive straight into the marketing ideas
If I were marketing @ Havells Fans…
Sticky Electrical Equipment Marketing Ideas:
1. Garbage operated bus-stop Fan-(Clean Cities Cause)
At the highest footfall bus stops in each of the four metros- install a Havells Fan. Connect the fan to a large garbage bin placed near the bus stop. People at the bus stop can get a respite from the heat by throwing their waste in the bin instead of on the road. A motion sensor on the bin will activate the fan as soon as it senses something falling into it. The message on the bus stop and the bin would be- Hawa Badlegi. Use social media to amplify the activation.
2. Fan @ Marriage Registrar’s office (Religious Conflict Cause)
In each metro, take the most frequented marriage registrar’s office and place a Havells Fan at the entrance to the office with the message- Get a Happy Marriage here, not a Religious marriage. It is the right place since every couple has to visit the office to get married – be it a premium customer or middle class. Also it will carry forward the message of the TVC. The Government office should not have a problem since the fan will help them too in the summers. Use social media to amplify the activation.
3. Social Media Wedding Contest
In July- August (4 months before wedding season), invite couples who are about to get married to send in proof of one thing they will do differently at their wedding that will make a difference to society. This would be a social media contest. Social media voting will pick the best entry. Havells will sponsor the honeymoon of the winning couple. Ideas could range from using CRY cards as wedding invites or as the TVC shows, inviting orphans to the wedding.
4. Teach for India- (Illiteracy Cause)
Teach for India is trying to help the cause of illiteracy in the country through volunteer work. A tie up with the cause will be a perfect fit. Provide fans at a discounted rate to all the volunteers who sign up for TFI and / or supply fans to TFI associated schools. This has to be amplified by social media and by TFI’s communication too.
5. Indian Institute of Management’s Entrepreneurship Cells
Sponsor the activities of the entrepreneurship cells at the IIMs. The TG is apt and the ‘Winds of Change’ brand thought will resonate with them. Plus the entrepreneurship cell is the one where change will start. A lot of the businesses started or founded by IIM Entrepreneurship cells are in the social cause space so it is a perfect message fit. Besides, ‘catching them young’ works.
6. Coasters and Paper Napkins at Clubs and Bars- (Drunk Driving Cause)
At the most popular bar/club in each of the four metros- tie up to supply branded coasters and paper napkins- the message on them being- Enjoy your drink. Let someone else enjoy your drive. Followed by phone numbers of all the cab services like Uber/Ola/Meru etc in the respective city. This is very useful information and the receiver will definitely read it atleast once. The TG frequenting the high end clubs is the TG for the premium fans.
7. Eco- Resorts Tie-up/ Sales- (Environment Protection Cause)
Tie up with the most popular eco resorts in India like The Machan in Lonavala or the Wildernest in Goa. They are popular with the well heeled and / or the environment conscious travellers. Most of the eco- resorts do not have air conditioners. They have fans. So tie-up for institutional sales and to put up branded messages at strategic points in the resort such as ‘You and Havells, we both care for the environment’.
The objective behind these ideas is not to talk about product features but to get the brand noticed, appreciated and spoken about (as is also the objective of the brand team). Each idea is related to a social issue/cause and will work best when amplified using social media, digital and radio.
How do you like these ideas? Do you think they could spark conversations?