Polycab launches their first ever TVC Campaign Safe raho. Save karo.
~ Unveils new brand logo symbolizing the company’s powerful new identity ~
Polycab, India’s leading cables and wires companyannounces the launch of their first TVC campaignwith the promise of ‘Safe raho. Save karo’ expected to air in the first week of March. With this campaign the company also unveils their new brand logo. Conceptualized by Taproot India, the TVC that effectively talks about putting an end to unsafe wiring, is doused with humour and quirky surprise elements that are bound to engage the audience.
With the tag line of ‘Safe raho. Save Karo’, the campaign revolves around a normal household setup which includes a family of dangerous characters. Each member has a distinguished characteristic utilized from popular movies that can be easily identified by the Indian audience. An important aspect also captured is about savings. The brand ensures consumers upto 25% that can be saved on electricity billing. This is especially important at a time when consumers are paying almost double for their electricity.
The campaign starts off with a man reading a newspaper and a Hannibal prisoner sitting next to him, who repliesin a hoarse grim voice. The series of events that occur next in the surrounding environment shows complete mayhem by the various family members as they go about a seemingly normal routine disguised in their different characters.The 40 second TVC, brilliantly captures the messages of safety and technological superiority that the brand would like to highlight.
Commenting on this momentous achievement, R.Ramakrishnan, Vice Chairman, Joint MD & Group CEO – Polycab Wires Pvt. Ltd said, “The launch of our very first ad campaign marks a new milestone for us in many ways. With this TVC, we also unveil our new corporate identity which will help our consumers understand and identify us better. While we are amongst the leading players in the industry, as a brand we evangelize the proposition of ‘safety’ and all our communication reinforces our message. We are very excited to present our new proposition and are confident this will only propel our brand to new heights.”
Agnello Dias, Chairman & Co-Founder Taproot India, says, “Working so closely with the Polycab marketing team was a stimulating experience and the film does a strategically precise balancing act of driving home the dangerous folly of treating wires like a blind spot that does not matter. To do this in a charming tone of voice that couches a serious warning along with strong product benefits is the fruit of true collaboration between the marketing team and the agency’s brand team.”
Economical savings is an important criterion in identifying useful wires for any Indian household today especially with rising costs of electricity consumption. The TVC’s hard hitting proposition of safety with savings, encapsulates the promise of the brand to its consumers.
Polycab embodies the mantra of RespectingLife. In an increasingly less caring world, Polycab values life and upholds beliefs such as: reliability, honesty and that prevention is better than cure! With its recent success, the brand has now catapulted in the leadership category and has carved a new identity for itself. This is reflected in the new logo which captures the core essence of providing power and managing its delivery to one’s doorstep in the most efficient and safest manner.
Commenting on the new brand logo, Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot India says, “Polycab deals into giving power to consumers through a range of various electrical products. Keeping the nature of business and the growth plan of Polycab in mind, we wanted to add a visual mnemonic to the existing Polycab typeface. We zeroed down on a monogram/symbol that’s really simple, powerful and consumer friendly. It’s a universal symbol for power. A company like Polycab can own this as they are the powerful No.1 wire and cable manufacturers in India today.”
Pallavi Chakravarti, Associate Creative Director, Taproot India says, “Everyone expects their house wires to be safe, but nobody really cares about which wires they use. Out of sight, out of mind. So our brief was simple – get people thinking about what really lies concealed behind their walls. Creatively, we decided to do this by asking them how safe their homes really are. The tag line ‘Safe Raho. Save Karo’ has Polycab’s dual benefit of superior safety and 25% energy savings at its core.”
The new look symbolizes power. It empowers Polycab to perform better in the industry; and compliments the brands position as an industry leader. With the unveiling of the new identity it also reinforces the brands focus on the future. The aim is to create a robust yet affable identity that will be representative of the brand as it expands its footprint.
About Polycab Group
Polycab Wires Private Limited, India, is the Number One Wire and Cable manufacturer in India with a proven track record of four decades.
The fastest growing company in the Indian cable industry with compounded growth of more than 30%, Polycab achievedRs 4200 crore turnover during the year 2011-12 with all India market share of around 23% in the organized sector in India. Polycab has 16 manufacturing plants and employs around 5000 people. Polycab’s customer satisfaction is a key objective, and has earned it a strong clientele and consultants, which include leaders in sectors like utilities, power generation, transmission and distribution, petroleum and oil refineries, OEM’s, EPC contractors, steel and metal, cement, chemical, atomic energy, nuclear power, etc and has export clients in over 25 countries and also has various international certification like BASEC and KEMA.
International Finance Corporation (IFC), an Investment Arm of the World Bank, is an investor in the company. Polycab has identified various areas of growth over the next 5 years and aims to be aRs 10,001 crores company.
For more information,
Web: www.polycab.com
