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Polycab connects people to happiness

The TVC, directed by Pradeep Sarkar and conceptualised by RK Swamy BBDO, highlights the company’s diversified business and builds a modern brand image

BestMediaInfo Bureau | Mumbai | January 7, 2015

Polycab Click on the image to watch the TVC.

Polycab, one of the largest manufacturers of wires and cables, has launched a brand campaign titled ‘Connection Zindagi Ka’ that seeks to build a fresh identity and recognition in the minds of consumers. Directed by Pradeep Sarkar and conceptualised by RK Swamy BBDO, the TVC highlights the vision of Polycab to provide happiness to people.

The 60-second long TVC highlights how the brand, which once had a modest start with just wires and cables, has now diversified into consumer facing businesses such as switches, fans and LED lighting. It shows how Polycab has captured the trust which people have bestowed on the brand, thus highlighting the message ‘Connection Zindagi Ka’. This campaign successfully establishes a pertinent and modern brand image for Polycab which will help build a brand recall among the masses.

Commenting on the campaign, Sangeetha Narsimhan, ECD West, RK Swamy BBDO, said, “Working so closely with the Polycab marketing team was an exciting experience. Polycab is a brand deeply connected and intrinsic to the lives of millions of Indians with its wide range of products from cable & wires to all kinds of new electrical products for homes, offices, stadia, city lighting and more. Given the nature of the products, the agency has brought the brand to life through a youthful, high-energy commercial that paints a wide canvas. This is set to a pulsating score specially performed by youth icon Salim Merchant. The essence is summarised in the pay-off line ‘Connection Zindagi Ka.’ The net effect is a commercial that is larger-than-life, befitting India’s largest cable and wire brand.”

Shashank Pore, Chief Marketing Officer, Polycab Wires, said, “With this campaign, Polycab seeks to build strong equity through a very human and young face. We needed people to know how important a part we play in their lives. We also needed to connect with the youth in a meaningful way and engage in conversations they like. It all ties up well in the end with the depiction of an entire range of products we have to offer to our consumers.”

The TVC:



Client: Polycab Wires

Creative Agency: RK Swamy BBDO

Executive Creative Director: Sangeetha Narsimhan

Director: Pradeep Sarkar

Producer: Rachita Chowdhury

Production House: Apocalypso Filmworks

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