MUMBAI: India’s leading electrical goods company Havells has launched a new ad for its ts most well-known product - heat resistant, flame retardant wires.

Moving ahead with their famous product attribute ‘Wires that don’t catch fire’, in its debut film for Havells, Soho Square (an Ogilvy Group company) has stuck to the brand’s popular emotional story-telling space but with a very refreshing take.

Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “In our first Havells ad, wires that don't catch fire prevent a young heart from getting hurt. A memorable film for a memorable brand”

Soho Square, chairman and CCO Sumanto Chattopadhyay, "It is a challenge and a pleasure to work on an iconic brand with a history of memorable advertising. We believe that this latest refresh of the Havells wires campaign has the right ingredients to catch on with consumers"

Commenting  on the same, Havells India Ltd vice president marketing Amit Tiwari said, “Havells has been an image and market leader in the wire category business, and communication has been integral to the brand. Havells Wires that don't catch fire has been an iconic campaign over the years. This year the task was to take it further and strengthen our positioning. We have always chosen emotional stories to convey our message and this time too we were looking for a story that is universal”
"Soho Square India shared a beautiful story of children, which had the innocence that we think will make it appealing across, stories from childhood that we can all relate to" he added. 

The film has been directed by Amit Sharma of Chrome Pictures and shot in Himachal Pradesh. The campaign will go on air from 7 August.

A charming tale of friendship or perhaps the innocence of first love call it what you will, but the ad set in a children’s camping trip has many heart-warming moments.