Havells India is best known for its ‘wires that don’t catch fire’ campaign. It started out with a complete 360 degree advertising strategy leveraging all forms of media. The company tried to touch the emotional chord through its TVCs that depicted human relationships, and made use of such bonds to showcase its flame-retardant wires. It also took to outdoor advertising to make its USP well known to its customers. One of its most recent billboard was spotted at some strategic locations in New Delhi. It shows the end of a wire in a wire-roll going into a flame but not catching fire. The flame was backlit, which made for a delightful sight.