MxMIndia

Tag: Polycab

  • New positioning is 'Ideas. Connected'

    Polycab India refreshes identity

    By Our Staff

     

    Polycab India, the wires and cables manufacturer, unveiled its renewed brand identity and philosophy that reflects its future business roadmap.

     

    Said Inder Jaisinghani, Chairman and Managing Director, Polycab India Ltd: “As we reflect on our remarkable journey, from the inception as a single electrical store to the leader in wires and cables manufacturing, we are filled with pride. We have always believed evolution is the key to staying relevant and hence continue to work towards offering futuristic solutions to our customers. We have grown by focusing on innovation, sustainability, and customer-centricity, and now, this new brand identity reflects our core pillars.”

     

    Added  VR Rajesh, Group President, Ogilvy India: “Polycab’s new positioning is ‘Ideas. Connected’. It is about having a culture of meaningful innovation that will be at the core of all their offerings. This requires rethinking and re-engineering the way they approach product development. To bring this thinking alive to our consumers we had to show them what this vision will fructify into in the future. A home that intuitively understands what you need and makes it a place truly built around your life.”

     

  • Announces new client wins

    Kinnect celebrates 10th anniv

    By Our Staff

     

    Like MxM, digital agency Kinnect too is celebrating its tenth anniversary this month. The agency reports adding 23 clients including Amazon Groceries, Amazon Devices, Amazon Fashion, Amazon miniTV, and Amazon Great Indian Festival from the Amazon ecosystem. Adding to its P&G portfolio of Ariel, Tide, and Old Spice, it now also manages the digital mandates of Pampers and Charlie Banana. Kinnect has also solidified its relationship with Zydus Wellness, earlier handled Everyuth Naturals and Complan, recently added Sugar Free from their gamut. Other additions include Monster Energy, Brillon SC Johnson, Vistara, and RPSG Group’s Too Yumm!.

     

    Kinnect’s media planning and buying vertical – Media Kinnect – too was bolstered with new client additions. The list comprises fashion brands like Peter England, Allen Solly, Van Heusen, The Collective, and Louis Philippe from Aditya Birla Fashion Retail Limited (ABFRL) and other prominent brands Coursera, TVS Motors, and Polycab.

     

    Notes a communique: “Kinnect continues to evolve and is always on the lookout for great talent. In light of the recent wins, it has accelerated hiring across geographies. Through its #HiringMarathon, the agency looks to hire over 100 professionals for numerous positions across various verticals.”

     

  • 11 TVCs in 11 languages with one strong message that unites the country

    Polycab fields its Top 11 for IPL 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.”

     

  • The film depicts the simple joy of babies when they see the impact of the breeze from Polycab Fans in different households

    Polycab’s latest campaign captures true joy as experienced by infants

    By A Correspondent

     

    To launch the Polycab range of ceiling, pedestal, wall and exhaust fans, RK Swamy BBDO has unveiled its latest campaign keeping in mind the extreme parity in the Fan category.

     

    The film depicts the simple joy of babies when they see the impact of the breeze from Polycab Fans in different households. It leaves them chuckling which is heart-warming, making for the line “Hawa jo dil ko chuu le”. The TVC ends with the brand promise ‘Connection Zindagi Ka’.

     

    Shashank Pore, the Chief Marketing Officer, Polycab says “Today, the fans category is cluttered with over eight players fighting in a mature fans category with very little technological change. About four of those players are more than five decades old. Polycab being a new entrant. Last year Polycab had set forth on a new path in its communication journey with launch of the mother brand campaign and promise. Later it was followed with a product led wires tvc. Beginning this year, we launched a new communication in the fans category. The space today is filled fan TVCs having quirky humour, loaded social messages or expertise platform etc.”

     

    “We wanted to go back to those simple, light hearted moments of joy generated when we just switch on a fan like Polycab, in the sweltering and tiring heat of summer.  We also need the payoff to be consistent with our mother brand promise of Connection Zindagi Ka and it does a good job of aligning along with lending newness to the Polycab Fans brand.”

     

    Sangeetha N of RK Swamy commented: “A fan is a parity product. So execution would be strategy. We needed something that would make an instant connection and also stand the test of time.   Thus we depicted babies thoroughly enjoying the simple joys of a good breeze. The nice breeze sets off some action around like a paper wind mill rotating, newspaper flying or a mobile swinging all of which results in chuckling, happy babies who touch the heart with their open enjoyment. And what sets off the lovely breeze – Polycab Fans of course. This  gentle, soft approach ensures that nobody will be tired of seeing the commercial again and again, thus helping build brand equity.”

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Polycab’s first ad

    R Ramakrishnan, Vice Chairman, Joint MD & Group CEO, Polycab Wires Pvt. Ltd

     

    Name of the campaign/ad Safe raho. Save karo

     

    The Brief Polycab is a household name within the B2B circle. However, there is lack of awareness of the brand in the B2C space. Hence, we needed to strike an effective communication that would reach out to our end consumers. So our brief to the agency was simple – Create awareness in peoples mind about Polycab wires; the fact of getting people thinking about what really lies concealed behind their walls. Besides that, the end consumers need to be aware that Polycab happens to be the no1 cables n wires company that also provides 25 percent saving on electricity consumption. Our new identity was also to be announced and hence it was a formidable task.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=Y0XnDtwLGaI[/youtube]

    Research insights Everyone expects their household wires to be safe, but nobody really cares about which wires they use. Out of sight generally becomes out of mind. Before the TVC was created, the agency conducted extensive research on various aspects of the brand like the product promises, the brand’s role, consumer insights, etc. Polycab uses wires that are made of extremely pure copper. This gives excellent conductivity and low conductor resistance which is the main property that helps is saving electricity. The criteria responsible for safety and savings together upholds the promise extended by the brand which is aptly described in its tag line – Safe raho, Save karo. With the findings of the research we were certain that our core communication would need to be about safety and savings together.

     

    The thought process behind the creative The key thought was to spread impactful awareness of the brand Polycab and impress upon the fact that there are potential dangers in our house with possible faulty wiring. We wanted to be the torchbearers of ‘Safety’ as well as ‘Savings’. By portraying familiar cinematic characteristics, we ensure that the consumer has an instant and enjoyable connect with the TVC and eventually, the brand.

     

    Media vehicles chosen Since this is our first ad campaign, we decided to choose the medium that reaches out directly to our consumers in the most impactful manner. Hence the choice was clearly to go with Television.

     

    Key issues kept in mind while executing the ad Everybody is talking safety and technological superiority. The concept of Savings is not being actively communicated for household wires. We explored this critical gap and combined them into one core hard-hitting message.

     

    What is the differentiating factor about the ad? The launch of our very first ad campaign marks a new milestone for us in many ways. With this TVC, we also unveil our new corporate identity which will help our consumers understand and identify us better. While we are amongst the leading players in the industry, as a brand we evangelize the proposition of ‘safety’ and all our communication reinforces our message. We are very excited to present our new proposition and are confident this will only propel our brand to new heights. The TVC has creatively transformed a regular breakfast meal within the family, into an exciting battle zone. This creativity is not only visually different, but it also catches the attention of the viewer instantly. The subtle messages of ‘safety’ and ‘savings’ that the brand wants to deliver, is brilliantly captured in this 40 second TVC.

     

    Client comment. Agnello Dias, Chairman & Co-Founder Taproot India, says, “Working so closely with the Polycab marketing team was a stimulating experience and the film does a strategically precise balancing act of driving home the dangerous folly of treating wires like a blind spot that does not matter. To do this in a charming tone of voice that couches a serious warning along with strong product benefits is the fruit of true collaboration between the marketing team and the agency’s brand team.”