MUMBAI: Standard, a sub-brand of Havells, has recently ventured into wires and Lowe Lintas and Partners has created an ad campaign for the same.

The task for communication is to position Standard wires as "high heat-resistance" wires that can withstand extra load, when ordinary wires would get heated up and burn. The communication is intended to convey the message through an "interesting" and "endearing" creative.

The TVC is based on the insight that when the wires get heated up because of extra load, they leave a burning smell of plastic/PVC. The TVC brings this alive through a humorous execution where Ranvir Shorey is seen sniffing like a dog around the house and figures out that the source of the burning smell is an AC socket. It closes with the discovery that he had used an ordinary wire instead of Standard wire.

The campaign will also be extended to print and in-shop point of sales materials (POSM).

The creative team that has worked on the campaign is Amer Jaleel and Shriram Iyer while the planning is done by Anurag Prasad. Directed by Nikhil Rao, the ad film is produced by Jamic Films.