Polycab sticks to ‘Connection Zindagi Ka’ proposition in new campaign

16 Sep,2015

By A Correspondent


Polycab has launched a new TV campaign highlighting the power savings offered by its house wires. The campaign emphasizes on the fact that people tend to waste electricity subconsciously; it presents a proposition about how replacing ordinary wires with cost effective safe and quality wires from Polycab can provide upto 25 per cent power savings.


Talking about the TVC, Shashank Pore, Chief Marketing Officer, Polycab Wires, said “The human insight that we have used in this tvc is very contemporary and reflects a forward thinking positive mindset. We can’t change our near n dear ones’ habits as we love them and want to give them their space.” This insight has been dovetailed into a powerful communication that delivers a functional message in a crisp humane way.”


“With the launch of this campaign we intend to take our brand promise ‘Connection Zindagi Ka’ to the next level. In this campaign we have taken an everyday scenario in a family where the head of family is trying to save. Today safety is hygiene and what consumers expect beyond safety is savings. Also in the face of escalating electricity costs the consumer stands benefitted by using Polycab wires.”


The campaign, directed and launched by RK Swamy BBDO group highlights the vision of Polycab to provide happiness to consumers and aptly drives home the message ‘Connection Bachat Ka, Connection Zindagi Ka’.


Commenting on the campaign, Sangeetha Narsimhan, ECD West, RK Swamy BBDO said, “The idea behind the campaign is to address the casual approach of our family members towards the electricity. In the day-to-day lives, our family members tend to waste electricity without thinking and though their habits can be irritating at times, but we love them and they are irreplaceable. We felt that Paresh Rawal is an exact fit of a person who can project a very affable, positive and light hearted face to an otherwise serious category. The campaign effectively captures the essence of our core brand promise and is summarized in the payoff line ‘Connection Bachat Ka, Connection Zindagi ka.”


The campaign establishes connect with the consumers and presents a modern brand image for Polycab which helps to build a cohesive brand recall amongst the masses.


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