Havells Fans: Simple and witty

The campaign keeps it simple and straight, as usual. And it’s disruptive and entertaining. One will just have to wait and see whether consumers become fans of Havells

One good thing Havells does is to keep things simple and straight for their various hardware products. This ensures the advertising agency can fly with single-minded creative work. Rather than belting out five things… tech, quality, reliability, service, guarantee, blah, blah… and thus ending up nowhere.

And that's the case with the new campaign for Havells fans as well. There are three commercials on air. In each one, a person is featured using a common device to fan him/herself for some respite from heat. In one, a man uses a newspaper to fan himself. Suddenly, some journalists gherao him. They are upset that the paper, on which they invest their blood, sweat and tears, is being used as a fan. And they gift the fellow a Havells fan. (I think usage of newspapers as fans isn't such a bad idea. When you consider most people use them to chuck really dirty stuff… can't even list them!)

In another ad, a school teacher uses exam answer sheets to fan herself. And she gets berated up her angry pupils. In the third one, a housewife fans herself with her saree pallu inside her sweltering kitchen. In arrives an elderly lady who declares that the saree has been designed using exquisite ancient craft, and that it must not be disrespected. The voice over says: 'Hawa chahiye? Havells Fan lagaaiye'.

Yes, I like this campaign. It's simple, it's disruptive, it's witty, it's wicked and it's entertaining. However, here's a concern: One can safely assume what the marketer is trying to do with this communication. And that is to own the product category and make fans synonymous with Havells. And while in theory that may sound correct, this sort of extremely generic advertising runs a big risk. Which is that while it may motivate hot and sweaty laggards to go to the market and buy themselves a fan, the choice may not necessarily be a Havells fan. Because in their attempt to keep the communication very simple, the marketer has said nothing about the brand itself. We have no idea what makes Havells special. Sure, I do realize a fan is a fan is a fan, but such generic work does come with that one big question mark.
Anyways, whichever way the wind blows, must say this is a laudable effort. It remains to be seen if indeed the consumers become fans of Havells.




5 years ago

Oh Common! Its creepy!!!

Anil Sir, I am a big fan of yours. But I completely disagree on this one.
The ad actually gives me a creepy feeling, I mean I am so afraid that whenever I use anything as a hand-fan, I have a feeling that some kid/aunty/writer etc will creep in (great scary movie plot though) and ask for Havells...
Also, there is no highlighting of the brand name. The ad might leave you gasping for air, but there is no attachment of brand name with the ad.

Thumbs down from me...

Dear ad-creator team, I hope and pray that I have seen the end of it.

SKS moves SC against AP govt’s microfinance Act

According to SKS, the microfinance sector falls under the central list and is not a state subject on which the Andhra Pradesh government could pass any act. It further submitted that the state can regulate only the money lending sector and not NBFCs, which are registered by the RBI

New Delhi: SKS Microfinance on Thursday challenged in the Supreme Court the special act passed by the Andhra Pradesh government to regulate microfinance institutions in the state after allegations that their high interest rates and strong-arm recovery methods led to suicides by farmers, reports PTI.

A bench of justices Markandey Katju and Gyan Sudha Mishra issued notice to the state government, directing it to file reply and posted the matter for hearing in the third week of July.

Senior advocate Fali S Nariman, appearing for SKS-the country's largest and only listed microfinance company-submitted that the state government has no power to regulate the sector.

The state government passed the Andhra Pradesh Micro Finance Institutions (Regulation of Money lending) Act, 2010, to ensure that it has oversight on the sector.

According to the petitioner, the microfinance sector falls under the central list and is not a state subject on which the Andhra Pradesh government could pass any act.

SKS further submitted that the state government can regulate only the money lending sector and not the non banking finance companies (NBFCs), which are registered by the banking sector regulator Reserve Bank of India (RBI).

The company also cited some recent studies on the microfinance sector and contended that it was a central subject.

The Act empowers the state government to take action against microfinance companies, if they violate provisions mentioned in the sections 9 and 16 of the Act.

SKS has requested the Supreme Court to immediately quash section 10 of the Act, so that it can continue its operations in the state.

Section 10 bars microfinance institutions (MFIs) from giving loans to any SHGs (self-help groups) or its members if they already have an outstanding loan from a bank.

They are also opposing another mandatory provision under the Act, which directs them to get registered in every district, along with the details of SHGs.

In such cases, MFIs will have to take prior approval from a special authority constituted under the Act by making an application.

It further states that only if the authority is satisfied that SHGs have understood the conditions of the loan and terms of repayment, and is beneficial for their family, it will give the nod.

It also says that no MFI would grant loan to SHG during the subsistence of two previous loans, irrespective of the source of the previous two loans.

Section 9 of the Act bars microfinance companies from charging interest in excess of the principal amount, irrespective of the fact whether the loan was given out before or after commencement of the Act.

Section 16 says that persons responsible for day-to-day control, business and management of such institutions will be liable for punishment of imprisonment for up to three years, if the firm took any coercive measures against SHGs or the members of their family.

This applied on all employees of such institution including partners and their directors.

Earlier, SKS had moved the Andhra Pradesh High Court, but failed to get any interim relief over the sections 10, and the matter is still pending there.

Following the failure to elicit any response from the high court, the firm moved the Supreme Court yesterday.




5 years ago

Going to court is not new its chairman.

AIADMK running ahead in TN; TMC sweeping Bengal; neck and neck in Kerala; Cong on top in Assam, Puducherry

According to early trends, the AIADMK looked like knocking out the ruling DMK in Tamil Nadu, as the Trinamool Congress appeared set to sweep away  the Left Front in West Bengal. The Congress-led United Democratic Front has the edge over the Left in Kerala

The favourites took sharp leads in the counting of votes taken up this morning for five states that went to the polls in the past month, according to early trends available.

In West Bengal, Mamata Banerjee’s Trinamool Congress (TMC) looked like sweeping the ruling CPI(M)-led Left Front out of power after 34 years, with a lead in three-fourths of the constituencies for which trends were available at 10am. The TMC-Congress alliance was ahead in 180 of the nearly 250 constituencies. West Bengal has a 294-member legislative assembly. TMC had only 31 members in the previous house and the Congress just 20, compared to the CPI(M)’s 176.

In Tamil Nadu, the other state that was tipped to see a change of government, J Jayalalitha’s All India Anna Dravida Munnetra Kazhgam (AIADMK) was ahead in 118 of the 155 constituencies for which trends were available. The opposition AIADMK-led front had 69 members, as against the 163 of the DMK-Congress in the 234-member state legislative assembly.

However, in Kerala, it was neck-and neck with the ruling Left Front ahead in 64 constituencies against 66 for the Congress-led United Democratic Front (UDF). The state has never returned a ruling party to power, but this time the Left Democratic Front (LDF) was expected to make a better fight of it. The LDF had 98 seats against the UDF’s 42 in the previous state assembly.

In Assam and Puducherry, the ruling Congress party appeared to be making good gains to be able to strengthen its position further in the two states. In Assam, the Congress was leading in counting in 50 constituencies, compared to five for the Asom Gana Parishad (AGP)-Bharatiya Janata Party (BJP) alliance for which trends were available. The Congress-led government had 53 members in the 126-member state assembly. In Puducherry, the Congress was leading in 10 constituencies of the 16 for which trends were available in the 30-member house of representatives.


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