by Suman Gupta
Mumbai, October ,2022: India’s leading electrical goods company, Polycab India Limited (PIL) is set to disrupt the cables and wires landscape in the country with its latest television commercial advocating the use of Polycab Green Wire for a safe and secured well-being of all.
The “Extra safe wire means extra safe dreams” campaign of Polycab stands apart in the sense that it is a pioneering endeavor to convey to today’s modern-day consumer about value proposition of wires & cables extending beyond the product benefits approach. With this campaign we are nudging people to pay extra attention to the quality of wires they use by showcasing powerful human stories.
Stories that demonstrate how only extra safe Polycab green wire are built to take even the non-anticipated load and help keep our dreams safe. While conveying the value proposition of wires and their benefits, the film revolves around an aspiring badminton player who conveys to her father the unavailability of stadium space through the night. The story is about how the father prepares a backyard stadium using Polycab Green Wire. This delights the daughter who can’t thank him enough.
Nilesh Malani, President, and Chief Marketing Officer Polycab India Ltd. commented, “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 consumer 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, energy efficiency, is long lasting, eco-friendly, and offers shock protection. It is our endeavor that Polycab Green Wire carries forward our brand promise of being connected with our customers.”
Polycab is proud to be an associate sponsor on Star Sports for the broadcast of T20 World Cup being held in Australia. The cricket enthusiast can watch the ad on Disney Hotstar App & stream the same through connected TV. “Extra safe Polycab Green wire means extra safe dreams” film will be aired on more than 100 TV channels across India in 6 languages on general entertainment, News, Movies & popular shows on TV.
Sukesh Nayak Chief Creative Officer Ogilvy India said, “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 film can be viewed on the following link:https://youtu.be/wEFqw30mNdA
Polycab has activated dedicated campaign around this film under the hastags #AapkeSapnoKoRakheSafe and #ExtraSafePolycabGreenWire.
Team Credits:
Brand: Polycab Green Wire (Polycab India Ltd.)
Client Team
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Nilesh Malani: President and Chief Marketing Officer
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Rajashekhar Reddy: Category Head Wires and Cables
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Aman Mahadeshwar: Brand Manager Wires and Switchgears
Agency Team Creative:
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Sukesh Nayak: Chief Creative Officer – Ogilvy India
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Vivek Verma: Sr. CD
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Prasad Kulkarni Sr. CD
Account Management:
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VR Rajesh: President – Ogilvy India
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Manish Tilwani: Sr. Vice President
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Haripriya Mark: Client Services Director
Strategy:
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Prem Narayan: Chief Strategy Officer – Ogilvy India
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Samhita Choudhary: Vice President
Production House
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Purple Vishnu Films
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Director: Sainath Choudhury
