Mullen Lintas Creates Youthful Energy-Inspired Campaign for Standard Electricals
Mullen Lintas conceptualises a new quirky campaign with Alia Bhatt for Standard Electricals
Mumbai, 21st February, 2018: Over the years, Standard Electricals from the house of Havells India, has established itself as a company that is known for their innovative products, built for people who are energetic and vibrant.
Mullen Lintas has launched a series of new ads, highlighting the electric appliance brand's innovative, high-performing products like water heaters, fans and switches. The films bring out the key features of the three products in a fun and quirky manner with an intension to strike a chord with the youth.
The objective of the communication was to carry forward the imagery of “Young Energy” and celebrate the peppy life of today’s youth, by getting on board one of the most energetic Bollywood Diva- Alia Bhatt.
Commenting on the creative strategy, Shriram Iyer, NCD of Mullen Lintas, said, "Quirky, bold, self-deprecating humour is the currency we thought we could cash in as we plunge into a campaign refresh on Standard. Alia represents the young energy that the brand Standard is built for. In this series of films, we catch Alia stumbling, fumbling, patting herself on the back on occasion and demanding serious applause as she spirals into wordplay and concocts versions of her own name. All this while discovering the benefits of Standard’s range of switches, fans and geysers.”
The storyline of all the 3 films centre around Alia's life and concentrates on highlighting the fun features of the innovative range of products from Standard Electricals.
In the Water heater film, Alia decides to break the morning gloominess with an idea to keep punning with her name, connecting it with day to day objects till she come across the Standard Water Heater that instantly heats up the water.
Similarly, in the second film, Alia’s new cupboard appears to be a misfit as it covers the switch on the wall, but Alia solves the problem in a jiffy with the use of the Standard ZOE dual orientation switches.
In the third film, Alia's gym trainer is pushing her hard to complete the set of exercises. She tries to still stay cheerful by responding with words which has Alia in it. Until, exhausted, she plops herself on the couch and here comes the Standard Electricals fan in the picture, which cools her off instantly, leaving her refreshed.
Amit Tiwari, Vice President of Marketing, Havells India said, "Standard Electricals’ brand proposition is ‘Young Energy’ which encompasses not just young people but includes those who are young at heart. In addition, it also gives a different tangent and vibrancy to the overall brand ‘Standard.’ And, the current communication of ‘Alia Thalia Khalia’ completely complements Alia Bhatt and the characterization depicting her personality."
