STUDY ON ADVERTISING EFFECTIVENESS OF HAVELLS INDIA LIMITED

Abstract

Integrated Marketing Communications has been the approach in achieving the objectives of a marketing campaign for any product. It is well-coordinated use of different promotional methods, which are intended for the reinforcement of all the communication activities. As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact." In this project, we have choosen Havells as our study area. They have always been innovative in their ad campaigns. Havells came into limelight with the campaign of their Mini Circuit Breakers (MCB). MCBs were commonly used in new houses, apartments and but these products were never advertised before. Havells entered with its clutter breaking, focusing on the humorous aspect of communication for their MCB ad, which immediately caught the consumer's attention. Havells came in with the famous tagline of – Shock Laga campaign.

The next ad was for the CFL bulbs by Havells. This ad was the Rimpoche ad. This ad was a highly interesting ad for such a dull product.Havells then continued its ad campaigns with another ad of a mother son campaign for its cable product range. It conveyed the feature of its heat and fire resistant very smartly and with an emotional touch. For the fan range of Havells, it came out with another funny campaign of Bijli ads. Havells made use of theperiod of Recession to come out with yet another creative ad for the MCB product range. Havells has also been using the IPL platform for its brand promotions. The "Shock Laga Kya" tagline comes on the screen for two seconds whenever a batsman gets out or when a six is hit.