Fast moving electrical goods brand, Polycab India, has launched a campaign to showcase its range of products. Conceptualised by RK Swamy BBDO, the film features actor Ayushmann Khurrana, taking the musical route.
The film begins with Khurrana and his backdrop dancers correlating everyday situations to Polycab’s brands, which he sings is the perfect panacea to electrical problems. The jingle is titled ‘Hap-Hap-Happy, Yeh dil hai free’ (happy, this heart is free), indicating that the brand can make one’s heart happy and worry-free.
Nilesh Malani, chief marketing officer, Polycab India said, “We believe our ‘dance of joy’ Polycab’s Masterbrand campaign taps into various occasions where consumers interact with our range of products like fans, LED lights, wires and smart home automation. This new-age brand communication uses a musical route to effectively communicate the brand's relevance and benefits in the general day-to-day life of an Indian consumer. The commercial is riding on elements of happiness and joy, keeping the consumer at the heart of the narrative.”
Sangeetha N, president and NCD, RK Swamy BBDO, said, "The Polycab range of best-in-class products, enable, brighten, rejuvenate and provide safety to consumers delivering on its brand promise of being connected with the consumers for lifetime. The Dance of Joy campaign with Ayushmann Khurrana breaks from the clutter and stands out capturing this joyful and happy experience of consumers through this campaign."
The film will air on TV, digital and social media platforms.
Client: Polycab India
Agency: R K Swamy BBDO, Mumbai
Creative team: Sangeetha N, Gautam Pandit
Account management: Darshana Parte
Planning team: Kaushik Tiwari
Production house: Everclear Films
Director: Shwetabh Varma
Campaign director: Sheetanshu Dube
Music: Aman Pant
Lyrics: Gautam Pandit