Wires major Polycab India has launched a Diwali film that is an ode to electricians who light up our homes.
In the film, Vinod, an electrician is on his way home to celebrate Diwali with his family. When his wife calls to check if he will make it this year at least, as their kids have been asking, he reassures her that he is on the way. Enroute, he gets a call from someone in a nearby village about the power being off for the last three days. He takes a detour.
It is revealed that the caller runs an orphanage and the kids there are in the dark thanks to the power cut. The electrician does his job and the kids are delighted when the lights come back on. As he feels a pang of guilt about not being able to join his family as promised, he is surprised by his wife and kids who have landed up at the orphanage. They celebrate Diwali at the orphanage.
Nilesh Malani, Executive President and Chief Marketing Officer, Polycab India, said, “The film aims to highlight the sacrifices made by the electrician community in order to bring light and joy to others. Electricians are domain experts whose professional responsibility and commitment goes beyond call of duty; they look at their work not as business but service to society. The film portrays the invaluable support that electricians receive from their families in fulfilling their duties. We extend our gratitude and pay tribute to all the electricians across the country who tirelessly brighten our homes while sometimes putting their own happiness on hold. As a leader in the consumer electrical goods segment, we wholeheartedly recognize their significant contribution to society.”
The campaign will be amplified on social media.
The brand also plans to organise ‘Electrician Diwali Melas’ across 10 cities for electricians’ families to celebrate Diwali together.
Credits
Client Team
Executive President and CMO: Nilesh Malani
VP- Marketing: Rajashekhar Reddy
DGM – Marketing: Aman Mahadeshwar
Agency: ShrtFrm
Co-founder: Swati Ali
Founder: Kshitij Singhvi,
Writer: Tushar Kumar
Production House: Kutuhala Films
Director (Film): Sanket Angane
Director of Photography: Lalit Shejwal
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