Created by RK Swamy BBDO, the TVC highlights how in the face of escalating electricity costs, the consumer stands to benefit by using Polycab wires
BestMediaInfo Bureau | Mumbai | September 16, 2015
Polycab, a leading wires and cable company, has rolled out a new TV campaign highlighting the power savings offered by its wires. The campaign emphasises the fact that people tend to waste electricity subconsciously; it presents a proposition about how replacing ordinary wires with cost-effective, safe and quality wires from Polycab can provide up to 25 per cent power savings.
The campaign, directed and launched by RK Swamy BBDO Group, highlights the vision of Polycab to provide happiness to consumers and drives home the message, ‘Connection Bachat Ka, Connection Zindagi Ka’.
Shashank Pore, Chief Marketing Officer, Polycab Wires, commented, “The human insight that we have used in this TVC is very contemporary and reflects a forward thinking positive mindset. We can’t change our near and dear ones’ habits as we love them and want to give them their space. This insight has been dovetailed into a powerful communication that delivers a functional message in a crisp, humane way.”
He further said, “With the launch of this campaign, we intend to take our brand promise of ‘Connection Zindagi Ka’ to the next level. In this campaign we have taken an everyday scenario in a family, where the head of family is trying to save. Today, safety is hygiene and what consumers expect beyond safety is savings. Also, in the face of escalating electricity costs, the consumer stands to benefit by using Polycab wires.”
Commenting on the campaign, Sangeetha Narsimhan, ECD - West, RK Swamy BBDO, said, “The idea behind the campaign is to address the casual approach of our family members towards electricity. In the day-to-day lives, our family members tend to waste electricity without thinking, and though their habits can be irritating at times, we love them and they are irreplaceable. We felt that Paresh Rawal was a perfect fit for a person who could project a very affable, positive and light-hearted face to an otherwise serious category. The campaign effectively captures the essence of our core brand promise and is summarised in the payoff line, ‘Connection Bachat Ka, Connection Zindagi Ka’.”
Client: Polycab Wires
Creative agency: RK Swamy BBDO
Executive Creative Director: Sangeetha N
Production House: Code Red Films