So you thought the mixer-grinder was a boring category? If Havells India has its way — and if you can afford to let your imagination run amok — your humble mixer-grinder will be able to blend functionality and aesthetics like a professional.
The Rs 6,500-crore electrical equipment company, Havells India, has launched a campaign for its newly launched product, the mixer-grinder, harping on the functional benefits of the product. Targeting women (in the 25-45 age group in SEC AB) in south India, the ad says the mixer-grinder will help her make ‘flower-like idli’.
Given the target market, the television commercial (created by Lowe Lintas) for the mixer-grinder revolves around a south-Indian family celebrating the traditional re-marriage of an elderly couple. The various frames of the TVC show how idlis are used in the place of flowers to decorate the house for the celebrations. The TVC uses remixed carnatic music in the background as the preparations of the re-marriage unfold.
Havells had entered the home appliances market in 2011 after acquiring Germany-based lighting player, Sylvania, in 2007. Its portfolio now comprises juicers, mixer-grinders, hand blenders, choppers, steam and dry irons, toasters, sandwich makers, room heaters, electric and induction cookers and kettles.
Havells also manufactures electrical and power distribution equipment such as industrial and domestic circuit protection switchgear, cables and wires, motors, fans, electrical water heaters, power capacitors, CFL lamps, luminaires for domestic, commercial and industrial applications and modular switches covering the entire gamut of household, commercial and industrial electrical needs. Brands like Crabtree, Sylvania, Concord, Luminance and Linolite, to name a few, come under Havells umbrella.
The domestic appliance market in India is estimated at Rs 150 million and around 8 million units of mixer-grinders are sold on an average every year. “Havells’ target is 0.5 million units,” says Vijay Narayanan, vice-president, marketing, Havells India.
Havells plans to aggressively expand its footprint in domestic appliances market this year. It has earmarked Rs 150 crore for marketing activities in 2012, which represents a 30 per cent increase over its budget last year. It will target the general entertainment channels to showcase its products.
The mixer-grinder TVC will be on air till the end of August and will be seen across many popular channels such as Sun TV, Vijay TV, KTV, Manorama News, Asianet, Udaya TV, TV9 Kannada, Raj Music, CNN IBN, IBN 7, Aaj Tak, NDTV, Gemini, TV5, MAA TV. Havells will also roll out below-the-line activities at retail outlets, malls and apartments. Print ads are also part of the media plan.
Havells India will invest up to Rs 500 crore over the next three years on various activities as it looks to achieve over 50 per cent growth in overall turnover to touch Rs 10,000 crore. The company is also planning to hire 1,500 people in the next two years in its domestic and overseas operations.
