Polycab fields its Top 11 for IPL 2017

02 May,2017

By A Correspondent


Taking forward its brand promise of wires that save electricity, Polycab has launched a new campaign with 11 TVCs for its house wires category. The creative makes the simple point with a two-pronged strategy – first, by making a connection with Indians from across the country in speaking their local language. Second, by creating original content in each language so that the viewer is not hammered with repetition of the same ad which can get tiresome no matter how good it is.


Conceptualised by R K Swamy BBDO and directed by Priyadarshan, the campaign is the first of its kind to use region-specific scripts and casting to connect with virtually every part of India. After the success of its earlier TVC with PareshRawal, Polycab, being the Associate Sponsor for the IPL telecast, will continue with a series of 15-seconders throughout the season.


Said Inder Jaisinghani, CMD Polycab: “The campaign by our agency R K Swamy BBDO stays true to the brand’s philosophy of bringing happiness through high quality products that deliver superior value. With someone like Pareshji anchoring the entire series, Polycab Wires will continue to build on this equity.”


Added Shailen Sohoni, COO, R K Swamy BBDO Mumbai: “Polycab’s association with Paresh Rawal on the proposition of ‘wires that save electricity’ had worked brilliantly for the brand in the recent past. It was therefore logical to build on this proposition and association on a mega pan-Indian platform like the IPL with creative work that is editorially relevant and emotionally engaging.”


Said Sangeetha N, President and NCD: “There is no substitute for connecting with people in a language they relate to and most comfortable with. Polycab wires is a national player and therefore it only makes sense to speak in the language of the consumer.”


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