Wires continue to be central to the operation of our daily lives. They are a crucial ingredient in running our day-to-day lives and play an important role in keeping us safe. Polycab Wires and Cables enjoy a very high recall in the minds of consumers. But the consumer behavior in this category is challenging. The majority of consumers visit the stores to buy wires along with the electricians. Hence the focus of the discussion is primarily led by the electrician's preference rather than the product's actual features.
The Green Wires campaign marks the beginning of Polycab’s journey with Ogilvy India. The campaign nudges people to pay extra attention to the quality of the wires they use by showcasing powerful human stories. Stories that demonstrate how only extra safe wires are built take even the non-anticipated load and help keep our dreams safe. The story is about a father who without hesitation or worry adds to the load to build a stadium so that he can help fulfill his daughter’s dream of becoming a champion.
Nilesh Malani, President, and Chief Marketing Officer Polycab India, “Polycab India is a distinct market leader in the wires and cables segment and has received wide acclaim over the years. Wires are the backbone of the entire electrical system of any home; however, for consumers, it is a low involvement category. Our latest campaign by Ogilvy is a refreshing approach weaving an emotional charm that will have universal resonance and relevance. Polycab Green Wire comes with 5-in-1 Greenshield technology that delivers fire safety, and energy efficiency is long-lasting, eco-friendly, and offers shock protection. It is our endeavour that Polycab Green Wire carries forward our brand promise of being connected with our customers.”
Sukesh Nayak Chief Creative Officer, Ogilvy India: “The thing with dreams is that there is no limit to them. With this human campaign, we are showcasing how extra safe green wires from Polycab effortlessly take all the load to connect and fulfill all our dreams. Keeping our homes safe and our dreams safer.”
