Iconic Ads: Havells MCB & RCCB – Shock Laga

Havells had decided to reach customers directly for their MCBs (Miniature Circuit Breaker) and RCCBs (Residual Current Circuit Breaker), which were otherwise in the stranglehold of intermediaries like shop owners and electricians. They wanted to make customers know what they were buying. It also wanted to move customers away from the low-quality, unorganized market to its costlier, but higher quality products.

Both these devices are used to detect and disconnect against electrical current leakages, to ensure protection against electric shock by direct contact. The RCCB is usually used in series with the MCB, protecting it from overloads and short circuit currents. The circuit breakers trip when there are leakages.

They called for a pitch in the mid-2000s. Lintas was also called.

The insight was simple. Without the circuit breakers, there was a chance that a person can get ‘shocked’ by electricity.

Uday Shankar Rao and his team were handling this with Priti Nair heading the Delhi team. A young copywriter, Azazul Haque, initiated a thought about a hair-raising electric shock experience. Uday was happy, but it looked familiar, so he parked it aside.

Priti, who was in Delhi, then liked the idea and decided to develop it further. Azazul had thought about a montage, but Uday decided that a story would be more impactful. Uday gave the idea for the story, which Azazul developed further to a script.

Lintas presented the script at the pitch which the client liked with some apprehension of its familiarity. However, Lintas allayed all fears. Needless to say, Lintas bagged the account.

Shivendra Dungarpur made the film with the music given by Ram Sampath, which had the signature tune – Shock Laga Laga……

The series continued. And for some time, Havells was known as the Shock Laga company

Also featured here is the TVC where Havells used market reality to advertise. Anand S scripted the TVC (a favourite of mine).