Marathi Havells India Limited, a number one Fast-Moving Electrical Goods (FMEG) company, today announced its association with ‘Kon Honar Crorepati’ on Sony Marathi, one among Maharashtra’s preferred impact shows hosted by actor Sachin Khedekar. The collaboration is an element of the brand’s innovative concept, with the first goal of creating an area reference to the audience in their linguistic communication.
The show’s theme, which was inspired by Havells Fans’ catchphrase “Hawa Badlegi,” is which means Ab “Hawa Badlegi.” The tagline is going to be subtly integrated with the program across touchpoints just like the journey of the contestant from the fastest-finger-first to the new seat. The Havells lighting category also will be integrated showcasing that the set has been ‘Lit Up By’ Havells Lighting. Further integrations sort of a change of lighting whenever a contestant crosses a Padaav are going to be showcased for a deeper brand connection. Additionally, there would be a special Karamveer episode that may be aired every Saturday, inviting personalities who are working towards the welfare of society. Havells as a brand is motivated by the assumption that little steps result in meaningful change in people’s lives. Aligning to the current vision, Havells has taken various initiatives in areas including, conserving national heritage, societal infrastructure, education, meals distribution, hygiene, and sanitation.
Speaking on the association, Rohit Kapoor, Executive vp, Marketing Communication said “ We are delighted to partner with a renowned show like ‘Kon Honar Crorepati’ aligning with Havells vision of ‘Making a difference within the lives of individuals. Havells may be a prominent brand within the FMEG segment; we aim to make the most the aspirational customers with our quality products. Therefore, our collaboration with the show will further help us establish a deeper relationship with the regional audience not only in terms of viewership but also of the intriguing language content that the format offers. This partnership will help create an impactful presence of the brand through different integrations showcasing fan, lighting, and Lloyd categories in every episode and can further enhance the top-of-mind recall. we’ll still synergize and explore similar possibilities going forward which will help us strengthen our presence within the Maharashtra region”.
Commenting on the association Ajay Bhalwankar, Business Head, Sony Marathi said “We are delighted to own one amongst the national brands like Havells as our partner right from the launch of Kon Honaar Crorepati. This stands testimony to the credibility that this show offers to brands and Sony Marathi’s reach within the urban affluent audience pool of Maharashtra. Havells team and our brand solutions team came together and seamlessly weaved the brand message within the content to form Havells positioning impactful and relevant to the audience. We are sure this cannot just aid brand recall and have a tangible impact on sales but also set the benchmark for subliminal advertising in regional space”
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