Campaign India Team
Jan 11, 2018

Weekend Watch: RR Kabel

Watch the ad film conceptualised by IdeateLabs here

Here's a fun film to kick start your weekend. To showcase its patented Unilay Core Technology (UCT), RR Kabel has rolled out a digital film conceptualised by IdeateLabs. 
 
The film looks to create awareness about choosing wires with UCT. It shows electricity’s search for its best friend, UCT.
 
Kirti Kabra, director, RR Kabel, said, “Electrical safety is a vital issue, but often neglected thus, we introduced Unilay Core Technology in India. This campaign helped us spread awareness about the need, importance and benefits of using the next-gen (UCT) cables in day-to-day life. This association led us to reach the relevant target audience.”
 
Chris Higgins, business head, IdeateLabs, said, “Our challenge was to introduce the brand’s innovative technology and make people understand its importance. In a low-involvement category, where grabbing viewer’s attention is the crucial part, our strategy was to come up with interesting short videos. We breathed life into the two unusual characters - UCT and Electricity." 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Jabong brings in some swag into its sale
Premium
15 hours ago

Jabong brings in some swag into its sale

Watch the film conceptualised by Happy Mcgarrybowen here

Premium
Olive Crown Awards 2018: Last date for entries
Premium
16 hours ago

Olive Crown Awards 2018: Last date for entries

The awards promote advertising that is environmentally conscious

Premium
Bangladesh, Mongolia, Sri Lanka among fast-growing media markets
Premium
19 hours ago

Bangladesh, Mongolia, Sri Lanka among fast-growing ...

Cambodia and Myanmar also make Zenith's list of 30 up-and-coming markets, but Iran will be the fastest-growing market through 2020

Premium
Delna Sethna elevated as CCO by L+K Saatchi & Saatchi
Premium
20 hours ago

Delna Sethna elevated as CCO by L+K Saatchi & Saatchi

Now a single leadership has emerged for creative department that earlier had three creative leaders. Victor Charles takes on the role of an executive director focusing on business development and integration