Mumbai: Havells India, a Fast-Moving Electrical Goods (FMEG) major has launched a new version of the marketing campaign – ‘Saath ki Life, Sukoon ki Life’ focusing on its heavy-duty mixer grinder Hexo series.

The campaign has a refreshing take in addressing the additional preparation work required when extended families visit unannounced. It aims to establish the product superiority and reliability of the Hexo series over other mixer grinders making additional chores seem less intimidating.

The key messaging of the campaign is to convey ‘no matter how many guests arrive they will always feel small in number when you have Hexo mixer grinder by your side.’ The campaign shows a young couple entertaining a large number of family members visiting unannounced. But from Hexo’s perspective, the crowd seems small which is further creatively exaggerated by portraying them as small individuals, ultimately driving home the point of the series’ heavy-duty performance effortlessly.

Havells India's president-electrical consumer durables Ravindra Singh Negi said, “The home appliance industry is a constantly evolving one with new products being launched to address the evolving consumer needs. The Hexo series is a heavy-duty mixer grinder range aimed to provide finer mixing, grinding, and food processing in the kitchen. With this campaign, we aim to further elaborate the essence of togetherness and family bonding with the ongoing messaging of ‘Saath ki Life, Sukoon ki Life’. It showcases that family time can be hassle-free and fun, with the help of the Hexo range.”

This campaign is a South-first campaign targeted at Southern markets to establish a deeper connection with the target audience. Launching the campaign during the T20 World Cup, Havells aims at capturing a larger crowd across all mediums – television, digital and social.