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Tag: RR Kabel

  • As the company’s brand and communication partner on record

    RR Kabel tilts towards Tilt

    By Our Staff

     

    The consumer business of RR Kabel has awarded its brand and communications mandate to Mumbai based Brand & Communications consultancy, Tilt Brand Solutions.

     

    Said Vivek Abrol, CEO – FMEG of RR Kabel:  “We are now moving into an expansion phase with the acquisition of the Luminous – Home Electrical Business. This now bolsters our product portfolio and vision to be a leading player in the FMEG category. We had worked closely with the Tilt team over the last few months on RR consumer brand and are thrilled to bring them on board now as a long term partner. With brand capabilities of team Tilt, and their all-in mindset and approach, we are excited to partner with them on our journey of building a meaningful branded portfolio in an ever-evolving category.”

     

    Added Rajiv Chatterjee, Co-founder & CBO, Tilt Brand Solutions: “It is indeed very encouraging for us that the consumer electrical business of RR Kabel has entrusted us to build their vast portfolio. We passionately believe in RR Kabel’s – FMEG  ambition and ability to be seen as a leader in this category, in terms of both, quality and understanding of the consumer; and we will bring to bear all that we have, to fulfil the rightful ambition of Vivek and the rest of the RR team”

     

  • Highlights importance of safety and choosing quality wires

    Akshay Kumar promotes RR Kabel in new TVC

    By Our Staff

     

    RR Kabel has launched its second TVC campaign featuring actor Akshay Kumar across TV channels

     

    Commenting on the TVC, Kirti Kabra, Director, RR Kabel Limited said: “Our aim is to create awareness about the importance of choosing the right quality wires for your homes. With this campaign, we are trying to break the myth that fire is a lethal killer during an outbreak. Rather it is the toxic smoke emitted during the fire outbreak that leads to loss of life. At RR Kabel, we have always focused on safety with our products and we continue to do so by bringing innovation in our wires and cables’ technology.”

  • Will be the official sponsor for KKR this season

    RR Kabel joins IPL bandwagon

    By Our Staff

    RR Kabel, a part of RR Global’s USD 850+ million conglomerate and a leading wire and cable manufacturer in India, has marked its debut this IPL season. The company is the official sponsor for Kolkata Knight Riders this year.

    Said Kirti Kabra, Director, RR Global: “We are elated to be a part of a magnanimous celebration like IPL and about our partnership with Kolkata Knight Riders. The Eastern region markets are critical for RR Kabel where we are strengthening our market position further. And what better way to execute this than an association with a religion like cricket. This strategic collaboration gives us a great opportunity to promote our brand to a larger audience. RR Kabel shares the same brand sentiments as KKR team which makes our partnership more meaningful with them. We are confident that this alliance will be fruitful for both the teams and we are definitely rooting for KKR’s big win this season.”

    Added Kaustubh Jha, Marketing Head, Kolkata Knight Riders: “RR Kabel is one of the most prestigious brands globally and we are elated that they chose to partner with KKR for their first IPL. We aim to forge a strong partnership and create great value for the brands who collaborate with us. KKR looks forward to having a successful season with RR Kabel on board.”

     

     

  • The new campaign sends a strong message on safety and quality

    Akshay Kumar is back to promote new message for RR Kabel

    By A Correspondent

     

    RR Kabel has launched its integrated marketing campaign, #serialkiller. Taking the brands previous campaign further, Akshay Kumar who is RR Kabel’s brand ambassador, is back in his fireman avatar promoting awareness around the brands champion product – Firex LSOH.

     

    The campaign highlights how mainstream media often tends to overlook fire accidents in the country, preferring to focus their time on terror attacks or natural disasters, despite the fact that on an average, fire accidents are the cause of significantly more loss of life than any other major catastrophe.

     

    Shedding light on this, Shreegopal Kabra, Managing Director, RR Kabel said: “The loss of life from electrical fires is on a steady rise which is highly alarming. Our objective is to educate the masses that during an electrical fire, smoke does more damage than fire itself. People are ill informed of this and many such facts due to lack of awareness and poor media coverage on such issues. With this campaign, we have attempted to grab media’s attention, urged them to talk about this issue, spread awareness and encourage them to fight smartly against fire.”

     

    Talking about the creative thought behind the campaign Kirti Kabra, Head of Communications & Director, RR Kabel added: “After months of research and countless hours studying consumer behavioral data, our brief to the agency was that the new campaign must highlight real issues and expose facts, which we believe will help break common myths surrounding fire accidents. It was also important for us to ensure there is a common link between our previous campaign and this year’s strategy. For far too long have brands sold products under false pretenses, contrary to that, RR Kabel’s communication strategy is based on facts and ethics effectively delivered by Mr Kumar.”

     

     

  • The agency will continue to handle the social channels, website and digital duties of the brand

    IdeateLabs retains the digital mandate for RR Kabel

    By A Correspondent

     

    Ideate Labs has retained its creative and digital duties for RR Kabel. As a part of the mandate, Ideate Labs will provide end-to-end digital marketing services including creative, social media and performance campaigns to RR Kabel.

     

    Kirti Kabra

    Said Kirti Kabra, Director, RR Kabel: “We are glad to extend our association with IdeateLabs as our digital partner. Ideate Labs comes with the right mix of strategic insights, digital expertise and in-depth knowledge of the category and markets we are operating in. Having conceptualized and executed some of the most innovative social media campaigns, we believe Ideate Labs will help us creatively expand our digital reach across the global market.”

     

    Christopher Higgins

    Added Christopher Higgins, Business Head, Ideate Labs: “It’s been a year of great account wins for us at Ideate Labs and we feel extremely honoured to be chosen to work on a brand like RR Kabel for the second year in a row. Their patience to get the right solution and appreciation for quality is something we have already enjoyed in the short span of working together. Together we have successfully delivered some great digital campaigns like the Bridging Distance, and UCT. Currently we are working on digital promotion of #AkalmandBanoSahiChuno video campaign featuring Akshay Kumar as well as rolling out AI-driven chatbots across nine websites. We are extremely positive about this partnership and look forward to delivering more clutter-breaking campaigns and driving business growth across all digital marketing platforms for RR Kabel and RR Global.”

     

     

  • As the B2B film sphere is rarely one of entertainment, Electricity and UCT technology were personified to add a human touch

    RR Kabel focuses on UCT benefits in latest campaign

    By A Correspondent

     

    After the launch of its first campaign, RR Kabel now showcases how it’s the little things that make the biggest difference in its new campaign. Like how choosing something as simple as wires with UCT technology can bring a greater safety quotient.

     

    On the success of the UCT campaign, Kirti Kabra, Director, RR Kabel said:“Electrical safety is a vital issue, but often neglected. Thus, we introduced Unilay Core Technology in India. This campaign helped us spread awareness about the need, importance, and benefits of using the next-gen wires with Unilay Core Technology in day-to-day life. This association led us to reach the relevant target audience.”

     

     

  • RR Kabel's brand new 'Bridging Distances' campaign is switching on the emotions

    RR Kabel’s new ad campaign focuses on bridging distances

    By A Correspondent

     

    Wires and cables manufacturer, RR Kabel brings electricians, hailing from different parts of the country, face-to-face with their families in its new advertising campaign.

     

    In this new series, unknown to the electricians, teams of RR Kabel crew are deployed to various villages of India to set up virtual connections at these electricians’ homes. Meanwhile, the electricians are called to an office on the pretext of repair work. Just as they start work, the video of their dear ones comes alive on a TV nearby. What follows is a mixture of surprise, disbelief, overwhelming emotions and wordless gratitude that needs to be seen to be believed.

     

    Talking about the campaign Kirti Kabra, Director, RR Kabel said, “Electricians are our everyday brand ambassadors. The campaign is an endeavour at ‘Bridging Distances’ – Connecting these electricians, who in search of livelihood have left their homes behind, with their dear ones. With the help of technology and cables, we wanted to brighten their day, just the way they light up our homes.”

     

    Spearheading the creative digital campaign, Porus Jose, Creative Director, IdeateLabs stated, “In the last few years, technology has advanced exponentially. However, very little of its effects has trickled down to a large section of the society. Bringing our electricians and their families together on a digital platform is the brand’s way of thanking them.”

     

     

  • #AkalmandThing campaign by Liqvd Asia creates huge impact online

    RR Kabel does the #AkalmandThing

    By A Correspondent

     

    RR Kabel, the wires and cables arm of RR Global Group has launched its campaign on the digital platform. Liqvd Asia is the digital agency for RR Kabel.

     

    The campaign started with a burst on YouTube where the masthead was blocked for the day to take the user to microsite. A Twitter handle dedicated to the campaign was created where various ‘Akalmand’ conversations were held with people online encouraging them to take part in the quiz. A Twitter quiz contest is currently running with the hashtag #AkalmandThing – where a winner will be awarded vouchers worth Rs 10,000.

     

    Commenting on the campaign Kirti Kabra, Director, RR Kabel said, “The campaign focused on the conversation around “Doing the AkalmandThing” Taking this thought further, on digital we directed our overall communication to the same theme #AkalmandThing.”

     

    Kirti further added, “You see the video and reach the microsite where you are given multiple options to pick ‘what kind of Akalmand character you are?’ based on a simple questionnaire that had quirky questions and creative answers, you get a score. All leading to you getting a certificate in doing the  #AkalmandThing which people could share on their social handles and challenge their friend’s.”

     

    Conversation around the relatable topic of #AkalmandThing helped the campaign to become viral. In a single day, the #AkalmandThing hashtag with 50M impression and TVC with 100M impression managed to be the most spoken topic. Hashtag Akalmand Thing trended for more than four hours with various brands like Raymond, IIFL etc. taking part in the Akalmand conversation on Twitter.

     

    Speaking on the digital campaign Rashmi Putcha Co-Founder & Director, LIQVD Asia said, “We used a multi-screen approach using digital primarily to extend reach and garner engagement. The idea was to use the digital medium to not only drive interactions but to also capture rich analytical data that would provide actionable insights for further optimisation of the campaign.”

     

    Spearheading the creative at Liqvd Asia, Dharmesh Shah, National Creative Director stated, “Since the TVC was yet to be released; we wanted to create a lot of buzz and excitement around the launch before the actual launch. The campaign had to be interactive and imaginative. Who doesn’t think they are akalmand, and who wouldn’t want to prove it with a certificate that can be shared with the world. The entire communication was designed around this need for us to show off!”

     

     

  • The agency is set to establish digital media presence and social media marketing for the group's signature brand RR Kabel

    Liqvd Asia to handle digital & marketing for RR Kabel

    By A Correspondent

     

    LIQVD ASIA has won the digital mandate for RR Global in a multi-agency pitch. LIQVD ASIA will take care of all its digital media and marketing mandate. The multi-agency pitch was held over a period of two months with nine different agencies meeting the managing team of RR Group and presenting their respective strategies.

     

    The agency is set to establish digital media presence and social media marketing for the group’s signature brand RR Kabel. A leading wire & cable company in the world, RR Kabel is the pioneer of wire design, technology & application. RR Kabel has flourished being a part of RR Global, in the manufacturing of wires & cables & other electrical consumer durable products business.

     

    Kirti Kabra

    Kirti Kabra, Director, RR Kabel said “Our requirement for bringing a digital agency on board was driven by our desire to be digitally right. We realized that with our purpose across 73 countries, we had to keep not just the products but the business as well relevant to the changing times. Among the various agencies that we met, LIQVD ASIA provided the most germane approach that met our business objectives. LIQVD ASIA has impressed us with their experienced core senior members and the youthful team that will support our aspirations.”

     

     

    Arnab Mitra

    Speaking about the development, Arnab Mitra, Managing Director, LIQVD ASIA says, “RR Group has been one of the most flourishing business houses in the country and a brand that touches almost every household. For us, associating with a brand having penetration as wide as them is certainly a matter of pride.  We are here to ensure digital media gives the much needed last mile connect with the consumer which until now has been missing.”

     

    Rashmi Putcha, Co-founder, LIQVD ASIA says “Winning the account for RR makes a very interesting case for us as we are looking forward to the digital amplification of the brand over next few months.”