havells
deploying the spit take
Capabilities:
Idols of worship are sprinkled with it, or even immersed in it. It’s consumed after puja worship rituals. A few drops from Ganges is said to even purify the soul. In India, water is not just important, it’s sacred. But we didn’t want to preach about it.
This is the story of how we used a comedy trope to make Havells water purifier famous in India.
+100%
Q1 sales targets overshot.
+7%
Brand awareness grew from 67% to 74%.
4.6M
Views on YouTube.
In 2018, every thirsty man and his dog was in the water purifying business in India. Kitchen and electrical appliance giant Havells were late to the party with its new range of water purifiers, but still wanted people to pay attention in a drenched market.
Instead of straight-laced communications focused on product benefit which everyone was doing, we set out to make people laugh and break the monotony of the category.
Pani Se Panga Mat Lo (“Don’t mess with water”) starts out as a traditionally pious spot: a young boy hands a glass of water to a mailman perspiring under the blazing sun. A doting mother-in-law brings a glass of water for her pregnant daughter-in-law. Keeping in line with Indian tradition the film shows everyone giving water to someone in need of it. So far, so good.
Then, out of nowhere, we borrow a classic gag from the comedy archives and those grateful recipients spit that water right back out. Why? Because if it isn’t Havells water it isn’t worth the risk.