Polycab Wires nudges people to pay extra attention to quality of wires in latest campaign

Wires continue to be central to the operation of our daily lives. They are a crucial ingredient in running our day-to-day lives and play an important role in keeping us safe. 

Polycab Wires and Cables enjoy a very high recall in the minds of consumers. But the consumer behaviour in this category is challenging. The majority of consumers visit the stores to buy wires along with the electricians. Hence the focus of the discussion is primarily led by the electrician's preference rather than the product's actual features.

With this campaign, the brand is nudging people to pay extra attention to the quality of the wires they use by showcasing powerful human stories. Stories that demonstrate how only extra safe wires are built take even the non-anticipated load and help keep our dreams safe. 

The story is about a father who without hesitation or worry adds to the load to build a stadium so that he can help fulfil his daughter's dream of becoming a champion. 

Nilesh Malani, President, and Chief Marketing Officer, Polycab India, said, “Polycab India is a distinct market leader in the wires and cables segment and has received wide acclaim over the years.  Wires are the backbone of the entire electrical system of any home; however, for consumers, it is a low involvement category. Our latest campaign by Ogilvy is a refreshing approach weaving an emotional charm which will have universal resonance and relevance. Polycab Green Wire comes with 5-in-1 Greenshield technology that delivers fire safety, and energy efficiency is long-lasting, eco-friendly, and offers shock protection. It is our endeavour that Polycab Green Wire carries forward our brand promise of being connected with our customers.”

Sukesh Nayak Chief Creative Officer, Ogilvy India, commented, “The thing with dreams is that there is no limit to them. With this human campaign, we are showcasing how extra safe green wires from Polycab effortlessly take all the load to connect and fulfil all our dreams. Keeping our homes safe and our dreams safer.”

The Green Wires campaign marks the beginning of Polycab’s journey with Ogilvy India. This recently formed partnership aims to make Polycab top of mind among consumers when it comes to their home electrical or automation needs.

The film:  

Credits:

Agency:  Ogilvy India

Brand: Polycab Green Wires 

Agency Team:

Sukesh Nayak: Chief Creative Officer - Ogilvy India

Vivek Verma: Senior. Creative Director

Prasad Kulkarni Senior. Creative Director

VR Rajesh: President - Ogilvy India

Manish Tilwani: Sr. Vice President

Haripriya Mark: Client Services Director 

Prem Narayan: Chief Strategy Officer – Ogilvy India

Samhita Choudhary: Vice President

Production Team:

Sainath Choudhury-Director,  Unnati Agarwal-Producer, Purple Vishnu Films 

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