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Tag: Shashank Pore

  • 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.”

     

  • 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

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

    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.