Mumbai: Taking forward its brand promise of “wires that save electricity”, Polycab, India’s No 1 Cables & Wires company, has launched a new campaign with 11 unique 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 ace film director 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 Paresh Rawal, Polycab, being the Associate Sponsor for the IPL telecast, will continue encouraging people to save electricity through this series of 15 seconders throughout the season. Polycab launched the TVC campaign with the very first match. The interesting mix of characters, humour, languages and cricket lexicon is likely to keep the viewers hooked, while driving home the message – Polycab lagao, bijili bachao (Use Polycab wires, save electricity). The dialogues are so painstakingly crafted that the ads will be easily understood by all, irrespective of the region or language. This is perhaps the first time that a Punjabi ad is being understood in South India while a Tamil ad gets appreciated in the North East. More than being just commercial breaks, Paresh Rawal reiterating the Polycab promise with iconic comedians like Rajpal Yadav, Innocent, Sriram L B and Pappu Pam Pam seems like a welcome break.
The media planning has also been very granular and meticulous for each match, keeping in mind the teams competing and match venue. For example, in KKR verses MI playing in Mumbai, would feature the ad in the national language as well as in Bengali and Marathi would be prominent.
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.”
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.”
Sangeetha N, President & 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.”
KN Rajesh – Partner & Sr. Creative Director – “We interacted with people from different regions to capture region-specific nuances and developed interesting scenarios, characters and dialogues. It was interesting to work with some of the best talents in the country.”