You’ve seen it on telly already, but in case you haven’t seen KEI Industries’ new TV-led integrated campaign, here’s more. The brand, that addresses the cabling requirements of a wide spectrum of sectors such as Power, Railways, Automobiles, Cement, Steel and Real Estate, has brought on board Bollywood actor Irrfan Khan as its brand ambassador. This is the first time that the brand has collaborated with a celebrity to take its vision forward, in a campaign conceptualised by Leo Burnett India.

The campaign addresses how short circuits and overloads, resulting from faulty wiring, leave the common man handicapped in his own home. The film show how, by installing the superior quality KEI Wires, problems such as electrical breakdowns and power cuts can be minimised.

Speaking about the campaign, Anil Gupta, Chairman and Managing Director, KEI Industries Ltd., said:“KEI has always been a leading player in the Wires and Cables category. For five decades, we have catered to diverse industries. Now, as a brand we’ve decided to get more aggressive in the house wire segment. In the coming years, we want to find a place in every Indian household. Hence, the brand’s new campaign is historic for us in many ways. For the first time, we have a brand ambassador of immense stature. Irrfan Khan is not just a great actor, his following amongst the masses is commendable. Again, for the first time,the brand has undertaken a multimedia campaign that will harness the reach of social media channels, along with TV and print. It’s a big stride for the brand and we’re quite positive that people will connect with this campaign at an emotional level.”

Speaking about the campaign, Amit Nandwani, Executive Creative Director, Leo Burnett India, who directed the films along with Red Ice Films’ Surya Balakrishnan, said:“Given the clutter in a category where every brand is talking only about functional benefits, we felt it was important for consumers to have an emotional connect with the brand. The films, with the new tagline ‘JodeyDilonKeTaar’, deliver the message in a sweet, endearing manner and will hopefully become the new category speak. Further, by bringing in a celebrity of Irrfan’s stature and credibility, we made sure the message stood out and struck a chord with the audience.”