Mumbai: Polycab India Ltd. India’s leading FMEG (Fast Moving Electrical Goods) brand unveils its new Masterbrand campaign featuring India’s youth icon Ayushmann Khurrana. The campaign uses a musical route to capture the experiential essence of being liberated and joyous as felt by consumers upon using the Polycab range of products.
Set against the backdrop of everyday scenarios, the TV campaign features delighted people dancing to the tune of the ‘Hap-Hap-Happy, Yeh Dil hai free’ jingle, with Ayushmann smoothly performing distinct choreographed moves. The campaign takes the viewer through an engagingly creative sequence of frames transitioning from a single frame shot in an indoor environment with one Polycab product to eventually panning out to a large outdoor space reflecting the scale and impact of Polycab products in the lives of consumers.
The new campaign seamlessly encompasses an array of Polycab’s distinguished consumer-centric products ranging from LED Lights, Fans, Smart Home-Automation, Green Wires to Cables, while keeping the viewer engrossed with the upbeat, music-and-shuffle dance-driven youthful narrative.
Nilesh Malani, Chief Marketing Officer, Polycab India said, “We believe our ‘Dance of Joy’ Polycab’s Masterbrand campaign taps into various occasions where consumers interact with our range of products like Fans, LED Lights, Wires, and Smart Home Automation. This new-age brand communication uses a musical route to effectively communicate brands relevance and benefits in the general day-to-day life of Indian consumers. The commercial is riding on elements of happiness and joy, keeping the consumer at the heart of the narrative.”
Sangeetha N, President & NCD RK Swamy BBDO said “The Polycab range of best-in-class products enable, brighten, rejuvenate and provide safety to consumers delivering on its brand promise of being connected with the consumers for a lifetime. The Dance of Joy campaign with Ayushmann Khurrana breaks from the clutter and stands out capturing, this joyful and happy experience of consumers through this campaign”
The TVC will be aired on various channels across genres, digital and social media platforms.
Client – Polycab India Limited
Agency: R K Swamy BBDO, Mumbai
Creative Team and Campaign Director: Sangeetha N & Gautam Pandit, Sheetanshu Dube
Music: Aman Pant
Lyrics: Gautam Pandit
Account Management: Darshana Parte
Planning Team: Kaushik Tiwari
Production House: Everclear Films
Director: Shwetabh Varma