Havells: Respect women

This case study describes how Havells, a wires and switchgear company, launched homewares in India by addressing homemakers for the first time.

Havells: Respect women

Campaign details

Agency: Mullen Lowe Lintas Group IndiaBrand: HavellsAdvertiser: Havells

Summary

When Havells, a wires and switchgear company, decided to launch home appliances it had to engage an audience that it had never spoken to before: The Indian homemakers.

The task was made more daunting by the fact that their shopping behaviour was almost as predictable as a military drill; buy a reputed brand preferably the one they already had a good experience with.

However, the brand's ideology made all the difference.

Traditional Indian norms suggested that a woman's prime responsibility is...

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