APAR Industries has launched its second TVC with brand ambassador Sonu Sood, featuring APAR Anushakti, the wires powered by electron beam technology.
With a dazzling depiction of the year 2070, the ad envisages the future where people take jet packs to work, plan travel through 3D interactive holographic computers and have robotic pets teach the children.
Sood traverses through the future life of Indians, where households have upgraded and adopted all the latest technologies.
He concludes by revealing, in 50 years’ time a great deal will change, but what won’t change in a house are the APAR Anushakti wires and cables, that offer 50 years of life, powering the future.
Electricity consumption in Indian homes has tripled since 2000. As the number of gadgets, appliances and household energy requirements increase day-by-day, APAR Industries, through the ad campaign, is raising awareness across the country; for the installation of electrical wires that sustain an increasing electricity load for not 10-20 years but for the next 50 years.
The ad is live on TV in Kerela, and on digital platforms across India.
Chairman and Managing Director of APAR Industries, Kushal N Desai, said, "True to our corporate tagline - To create tomorrow’s solutions today, we anticipated the needs of our customers and the nation’s energy requirements and developed APAR Anushakti wires powered by electron beam technology. This is a revolutionary product that has been innovated at APAR, contributing meaningfully to make this world a more energy efficient, environmentally sustainable and safe place."
"Mankind for long has always wanted to anticipate, and absorb future shock with the least possible disruptions to everyday life. However, the future is an endless continuum. And very few products or brands have the ability to see the future, and plan for it. Apar's wires are actually future proofed and that is the big story in the new Apar commercial featuring Sonu Sood. It is a very difficult category connect, but team Rediffusion has worked hard to make the brand promise come alive," said Sandeep Goyal, Managing Director, Rediffusion
The CEO of APAR Cable Solutions, Shashi Amin said, "We know in 50 years, path-breaking technology that we never even anticipated will become a part of our daily life, considerably increasing total electricity consumption and voltage requirements. APAR Anushakti is specially designed to anticipate the futuristic needs of India. Welcome home APAR Anushakti wires today and forget the need to upgrade them for the next 50 years!"