Syska campaign with Amitabh Bachchan hard sells its fire-proof, power-saving wires

Syska Wires has launched a TVC ‘Syska... Wire less nahin...Wire more!’ starring brand ambassador Amitabh Bachchan to unveil its new product and highlight its uniqsue features that will redefine the category of wires.

The first ad was launched on television screens and cinema halls and it will roll out on GECs and news channels shortly.

Featuring an ad film conceived by IBD India, the campaign seeks to bring awareness in the otherwise traditionally low involvement category with respect to consumers where purchase decisions are done more by rote than anything else.

Through this ad, Syska Wires urges consumers to break the monotony of old habits and demand more from the product, which is trustworthy and adaptive with modern technology. It inspires the consumers to directly engage themselves in the decision-making process when it comes to purchasing by asking for the new Syska Wires. This thought came together in the slogan: ‘Syska... Wire less nahin...Wire more.’

Amit Sethiya, Chief Marketing Officer, Syska Group, said, “Syska has been established as a leading brand which is innovative and trustworthy. While there are many brands in the wires segment, there is little or no product differentiation among them and hence we planned to enter this area. Syska wires are exclusively ROHS3 complaint — the best in class feature that ensures more safety when it comes to containing four additional hazardous elements within the permissible limits in the product as per the directive of EU Commission. The TVC ‘Wire less nahin...Wire more’ showcases Amitabh Bachchan's persona as a suave, technologically savvy person who understands modern technology and highlights the need to safeguard it with Syska Wires. We are confident this TVC will powerfully connect with our consumers, emphasising the two unique value propositions of Syska Wires — fire-proofing and power saving.”

Syska identified that a consumer acknowledges the need for fire-proofing and the impact of wires on power consumption. Syska realised that one of the key needs from the category is to make consumers aware of the need to use trustworthy brand that will take care of their basic needs. The ad also tries to emphasise the two key benefits and specific features of Syska wires, which is fire-proofing (advanced PVC) and power-saving (more than 99.95% pure copper).

Under this segment, Syska will introduce flame retardant (FR) and flame-retardant low smoke (FRLS) wires from size 0.75sq.mm. to 6.0 sq.mm. in 90,180 and 300 meters coil length. The wires will be eco-friendly (lead and halogen gas free), RoHS compliant, Indo-European technology for shock resistance and uniform power supply, more than 99.95% bare copper conductor, energy saving, high heat resistance, high current carrying capacity, anti-termite and anti-rodent.

The TVC:

Credits:

Client: Syska Wires

Chief Marketing Officer, Syska Group: Amit Sethiya

Agency: IBD India

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