Marketing Campaign for National Brand Development

Silver
CAMPAIGN
Havells - Respect Women
AGENCY
Lowe Lintas + Partners, India
CLIENT
Havells India Limited
BRAND
Havells
DETAILS
When Havells, primarily a wires and switchgear company, diversified into home appliances it had to engage an audience that it had never spoken to before: The Indian homemakers.
                                                                  
The task was made more daunting because the market was packed with reputed global and Indian brands and Havells range, though as good as the best in market, offered no distinct advantage
 
However the brand found its distinctiveness and edge in its ideology.
 
Age old Indian social norms strongly suggested that a woman’s prime responsibility was to ‘take care’ of her husband’s needs. While things have significantly changed with time, we realised that
 
a.   Actions may have changed but thinking hasn’t. Most men are today more polite when ‘requesting’ for things around the house and even ‘understanding’ if the ‘request’ not fulfilled fully and/or quickly. But women and kitchen (or household work in general) even today, continues to be deeply interlinked in people’s minds.
 
b.   Home appliances brands further enforce this association. They may portray the lady as a CEO, but said to her “you need more time for your individual pursuits, let’s help you finish your tasks faster.”
                                                                                                                      
In essence home appliances were only making women faster rice cookers, quicker coffee makers, more efficient grinders…
 
Havells through its campaign unequivocally said “Respect woman, she is not an appliance.”
 
Campaign resulted in Havells appliances growing by 150% in volume within 6 months and gained immense traction among the TG it had never earlier interacted with. 
CAMPAIGN
Save Retirement
AGENCY
Clemenger BBDO
CLIENT
MLC
BRAND
MLC
DETAILS
‘She’ll be right.’ There’s no other saying that captures the Australian psyche so perfectly. It’s this optimistic,
relaxed attitude that makes our country what it is.  But this attitude also makes us vulnerable. 
 
This vulnerability is dramatically highlighted in the Wealth Management category. Don’t have enough money saved for your retirement? Not insured if you lose your ability to earn an income? Stuck in the wrong type of superannuation fund? Going to outlive your wealth?
 
She’ll be right.
 
With a $1 trillion superannuation gap, Australians are sleepwalking toward retirement without enough money.
 
MLC needed to give them a wake-up call.
 
 
Note: Results are confidential
CAMPAIGN
Tui Catch a Million
AGENCY
Saatchi & Saatchi New Zealand
CLIENT
Heineken New Zealand
BRAND
Tui
DETAILS
We transformed what could have been a very conventional summer sports sponsorship into a powerful brand and sales driver for The Tui Brewery over the key summer season. It got Tui’s beer sales back on track and put the brand at the centre of the summer in New Zealand.
 
By focusing on the fan experience and breaking the convention in sports sponsorship, we turned spectators into participants, stadiums across New Zealand into a sea of Tui orange, and in doing so created a world first activation that made Tui synonymous with New Zealand’s national cricket team, nicknamed the ‘Black Caps’.
 
Partners
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