In a summer cluttered messaging, Havells India Ltd. is choosing to ride culture instead. With its latest campaign, ‘Hawa Badlegi’, the brand dives headfirst into the chaotic, often contradictory world of social media where fandom and trolling coexist in the same breath and flips the narrative with both wit and intent.
Conceptualized by TBWA\Lintas, Gurugram, the campaign builds itself around a sharp and highly relatable insight: today’s fans are also the loudest critics. Through a ‘Trolls vs Fans’ lens, Havells captures the rhythm of online conversations impulsive, performative, and constantly shifting while subtly questioning what it really means to be a fan in the digital age.
At the center of this narrative are three familiar faces Varun Dhawan, Anurag Kashyap, and Yuzvendra Chahal each stepping into an unusual setup: sitting across the very trolls who once hid behind screens. What unfolds is both awkward and revealing. Comments that once felt casual or humorous suddenly land differently when spoken aloud, forcing a moment of reflection.
Commenting on the campaign, Rohit Kapoor, EVP – Brand Marcom, Havells India Ltd., said: “With ‘Hawa Badlegi’, we wanted to break away from predictable category narratives and create something that feels fresh, relevant, and inherently shareable. By tapping into the ‘Trolls vs Fans’ dynamic, we are speaking the language of today’s consumers in a way that is both entertaining and meaningful. With the scale of IPL and the power of our mega-star cast, we believe this campaign will drive strong visibility, engagement, and cultural impact.”
Adding a creative perspective, Vasudha Misra, President – Creative, TBWA\Lintas, North said, “Fans, they are a complicated lot these days. They can go from singing your praises to calling for your head in a matter of minutes, or tweets. We thought perhaps all of us, as fans, could learn a thing or two from Havells fans. Hawa badalni chahiye. So, we made an ad about it. Or was it an ad about an ad, about an ad? Whatever it was, it is already one of our all-time faves. Here’s to the TBWA Lintas team, our most incredibly supportive clients, and to our fabulous director and actors; I would never, ever troll any of you guys.”
The films are simple in construct but sharp in payoff. In one, Anurag Kashyap reads out a harsh online comment to its author, who quickly softens his stance, calling it harmless banter and insisting he’s a fan. Kashyap’s response cuts through the noise if you want to be a fan, be a good one, like Havells fans.
A similar arc plays out with Varun Dhawan, where a troll’s sarcastic jab about “acting in the gym” quickly turns into admiration when confronted. Dhawan responds with a clear, brand-led message be a fan like Havells, and take a cue from Havells fans on what it means to be a good one.
The final film featuring Yuzvendra Chahal brings in a touch of humor layered with truth. As the troll fumbles between critique and fandom throwing in a cheeky remark about cricket commitments Chahal’s response lands with clarity: focus on being a fan first, and be a good one, like Havells fans.
