Havells launches a new digital campaign ‘#LetsEndDarkness Moments’

Havells India Limited, a leading Fast-Moving Electrical Goods (FMEG) and consumer durable company, has launched a new campaign celebrating inspiriting stories of people who have eliminated darkness from their lives despite obstacles and challenges. As part of the campaign, the brand has started a video series #LetsEndDarkness (LED) Talks where these heroes enumerate how they overcame challenges and eradicated darkness.

With determination, individuals can rise to their fullest potential despite the challenges they face and grow beyond the constraints of their current circumstances. This is the central concept that lies behind the campaign idea.The brand aims to portray these people's victory stories by sharing their true narratives as it spotlights five heroes whose lives have been beautifully restored through tenacity and passion. It follows the triumphs of individuals who took charge of their lives and rise above the darkness.

The campaign showcases real-life inspiring stories of five influencers who overcame the dusk and triumphed in their lives.

The pioneer of women’s cricket in India,Smriti Mandhana,established herself in a sport that is primarily known to be male-dominated.Athlete Deepa Malikbecame the first Indian woman to compete in the Paralympic Games.Photographer Vicky Roy, a ragpickerat New Delhi railways station who ran away from home, studied photography and eliminated darkness from his life. Dr. Ruth John Paul, whotook birth in a male body with a feminine spirit and transformed herself. She has worked her way up to become the first doctor at India's first transgender clinic.Pooja Dasguptais a single parent who has overcome her unhappy marriage. She raised her child single-handedly and emerged stronger despite the unforeseen challenges.

The campaign video begins with a black screen with a voiceover of the influencer in the backdrop and moves on to a frame of light and illumination where they begin narrating their story. The videos are shot in long-form stories for the website and a crisper short format for social media channels. The video series will run for 6 weeks on all social media platforms, including Facebook, Instagram, and YouTube, and will be amplified on digital platforms.

Commenting on the launch of the new campaign, Mr. Rohit Kapoor, Executive Vice President, Marketing Havells India Ltd. said, “The campaign thought of ‘LED Talks’ aims at taking the high ground and thought leadership in the category, which is above product and feature-based advertising. We are proud that the first campaign video amplified by Smriti Mandhana on her Instagram handle has already garnered more than 118,000 likes.

The campaign is another step towards creating remarkable storytelling that will help coherently communicate the brand’s narrative for change with LED (light-emitting diode) to a completely different proposition where the three letters of 'LED' stand for 'Let's End Darkness.’”

Mr. Prag Bhatnagar,President & SBU Head, Havells India Limited added, “With the new ‘LED Talks’ campaign, we want to spread positivity among people and hope that they resonate with it in a powerful yet humble way. The campaign establishes real-life victory testimonies that people have achieved despite obstacles and hardship owing to their valour. A core message of 'enlightenment within' has been used in the campaign with a strong emotional and socially responsible message. We are hopeful that people will be inspired by the new campaign and feel motivated to achieve their aspirations."

Content partner byUnhide and conceptualized by Netter, the campaign has already received a tremendous response.