Polycab launches a TVC campaign 'Connection Zindagi Ka'

Polycab, a manufacturer of wires and cables launches a new brand campaign that seeks to build a fresh identity and recognition in the mind of consumers. The company from the modest beginning with wires and cables has now diversified into consumer facing businesses such as switches, fans, LED lighting. The brand felt an innate need for an evocative, relevant and contemporary parent brand association in the mind of consumer as it embarks on this momentous journey.

The new TV commercial directed by Pradeep Sarkar (from the Parineeta fame) and launched by RK SWAMY BBDO group highlights the vision of Polycab to provide happiness to people.
It efficiently displays the connect Polycab has with society and trust that people place in the brand; beautifully captured in the message ‘Connection Zindagi Ka’.

R Ramakrishnan, Vice Chairman, Joint MD & Group CEO, Polycab Wires, said, “As humans we have an intimate relationship with electricity, to the point that it is practically impossible to separate our life from it. Electricity brings the convenience of countless electrical products and very often has been associated with happiness.  At Polycab, our vision is to provide happiness and safety to people through our products and we have endeavored to communicate this message in our latest ad campaign Polycab – Connection Zindagi Ka.”

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 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.”

Sangeetha Narsimhan, ECD West, RK SWAMY BBDO, says “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 set to a pulsating score specially performed by youth icon Salim Merchant. The essence is summarized in the payoff line ‘Connection Zindagi ka.’ The net effect is a commercial that is larger than life befitting India’s largest cable and wire brand.”

The campaign establishes a pertinent and modern brand image for Polycab which will help build a brand recall amongst the masses.

·         Client: Polycab Wires

·         Creative Agency: R K Swamy BBDO

·         Director: Pradeep Sarkar

·         Executive Creative Director: Sangeetha N.

·         Producer: Rachita Chowdhury

·         Production House: Apocalypso Filmworks 


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