Standard Electricals, now a brand of Havells India is reinventing itself drastically. The electrical company established in 1958, that made domestic and industrial products such as MCBs, RCCBs, Distribution Boards (DBs), MCCBs, copper flexible cables etc., entered the consumer products category only last year.
Complementing the new range of products, Standard unveiled its new brand identity aligned with the changing preferences of consumers recently. A graphic “S” takes on the symbol of infinity and represents endless possibilities and growth opportunities.
Along with a new logo, the brand has also brought on board a young face, Bollywood actress Alia Bhatt, to establish its new positioning – “Built for Young Energy”. A set of TVCs created by Mullen Lintas and directed by Gauri Shinde from Offroad Films, show Alia setting up her new home, with all the youthful energy and confidence she exudes.
In the first TVC, Alia has bought a new house and is having a look at it with her interior designer and a contractor. She plans for her home, placing post-its everywhere in the house indicating where different electrical appliances like TV, hair dryer, lamp, etc. will be placed. When her interior designer asks her whether she’s done, she creates one more post-it on Standard MCBs, RCCBs, etc, and then says ‘Now done”.
In the second TVC, she has shifted in to her new home and throws a house warming party for all her friends. She is seen playing around with the switch board creating a disco effect.
Standard indeed has got itself a youthful makeover. Alia is the reigning youth icon for most brands and also popular on social media. Roping her as the brand ambassador adds a large helping of vibrant energy and peppiness to the otherwise boring category of electrical boards and switches she is endorsing. Moreover, she helps establish the brand’s new positioning “Built for Young Energy”.
The TVCs featuring Alia Bhatt as this successful and confident young girl taking important decisions for her new home and getting it done with the help of a contractor and interior designer, speaks oodles of who the brand is targeting here – the young, new-age consumer who knows what she wants and is not ready to make compromises on quality. The best part of the campaign is getting on board a woman to represent youth and success.
In fact, Havells India has always been a women respecting brand. Most of its advertising is always keenly focused on women empowerment and gender equality. Last IPL, it rolled out a series of TVCs as part of a tongue-in-cheek marketing campaign to spread the idea that ‘women are not kitchen appliances’. The ads were well appreciated on social media. This year, it took up issues like gender equality, religious conversion, period taboos, and orphan inclusion as part of its Winds of Change campaign aimed at changing mindsets in the country.
Standard, however, would need to build its social media presence to directly build a connect with the target consumer. Armed with a young identity and face, the electrical brand would need to leverage the potential of social media to complete its youthful makeover.