Havells as a brand has always surprised people with its unique storytelling. In the last many years, people have waited for newer stories to arrive from the different categories that it operates in. In keeping with the momentum, Havells Wires has unveiled its latest communication that takes the core message of ‘Wires that don’t catch fire’ to the next level.

Conceptualised by Mullen Lintas Delhi, the campaign is specifically targeted towards the Southern market. The idea is built around Puliyattam, an art form practiced in Southern India which is showcased mainly during the festival season. The campaign is centered around the insight that a functional benefit such as a fire-proof wire when shown through topical conversation makes the communication seem more relatable and believable.