Standard’s new campaign is in line with the brand promise of being built to deliver more.
Campaign: Built for young energy
Brand: Standard Electricals
Company: Havells India
Agency: Mullen Lintas
The TVC opens to a morning after a crazy house party with the apartment still in a mess. Alia Bhatt (the host) is fast asleep on a sofa when she gets a wake-up call from her mother informing her of a surprise visit shortly. Bhatt hurriedly runs around cleaning the house and just when she is almost finished, she spills the mop bucket. Her Standard fan then comes to her rescue by drying up excess spill in time before her mother’s arrival.
Standard Electricals’ new ad for its fan range successfully delivers on instant youth connect and brand visibility. The quirky Alia Bhatt and the studio apartment setup convey the story of a young, successful girl who has recently moved into her own house. This is in line with the youthful makeover that switchgear products and fan maker Standard has undertaken. The communication highlights its new brand identity and also complements its premium product range.
The latest TVC is a sequel to two campaigns released last year by Havells, also featuring Alia Bhatt. While the first TVC showed a confident Bhatt who doesn’t compromise on quality when setting up her new house, the second one showed her throwing a housewarming party and using Standard switches for a disco effect. Each of the campaigns is entertaining, high on brand recall and consistent with the new positioning — Built for young energy. With a focus on youth, Standard successfully attempts to woo millennials, also known as Gen Y. They are among the fastest growing consumer segments and are also among those who are migrating to new cities and setting up their houses — clearly a segment that cannot be ignored by brands and marketers anymore.
While Havells is a known brand in the category, Standard relatively lacks that level of brand recall especially in the consumer segment, given that it forayed into the consumer products category only two years back. “The new brand campaign is aimed at giving a fresh outlook to Standard with a focus on youth connect. The FMEG (fast moving electrical goods) category is getting crowded with many new brands coming in. So we thought of re-energising the Standard brand,” says Vijay Narayanan, VP, marketing, Havells India. The use of a celebrity is aimed at highlighting the brand’s ideology of style with substance.
Directed by Gauri Shinde of Offroad Films, the latest TVC lives up to the Havells legacy of portraying women as protagonists. Consider Hawa Badlegi for Havells fans or the Respect Women series for its kitchen appliances as cases in point.The oncoming summer season will, however, put the brand to test as to whether the youth has actually bought into the Standard idea of young energy.