Polycab has forayed into a new segment, with the launch of ceiling, pedestal, wall and exhaust fans. A film conceptualised by RK Swamy BBDO has been rolled out for the same.
The film features a series of infants delighted by things around them moving thanks to the wind. Their sounds of joy emanate from seeing things like windchimes, paper windmills and papers being pushed by the wind. As the wind from the fan blows across their face, the kids children are left chuckling. The camera pans up to show the fan, while Polycab Fans are introduced saying, 'Hawa jo dil ko choo le' (Air that touches the heart).
Shashank Pore, chief marketing officer, Polycab, said, “Today, the fans category is cluttered with over eight players fighting in a mature fans category with very little technological change. About four of those players are more than five decades old. Polycab being a new entrant. Last year Polycab had set forth on a new path in its communication journey with launch of the mother brand campaign and promise. Later it was followed with a product-led wires TVC. Beginning this year, we launched a new communication in the fans category. The space today is filled fan TVCs having quirky humour, loaded social messages or expertise platform etc. We wanted to go back to those simple, light hearted moments of joy generated when we just switch on a fan like Polycab, in the sweltering and tiring heat of summer. We also need the payoff to be consistent with our mother brand promise of 'Connection Zindagi Ka' and it does a good job of aligning along with lending newness to the Polycab Fans brand.”
Sangeetha N, president (West) and CCO, RK Swamy BBDO, said, "A fan is a parity product. So execution would be strategy. We needed something that would make an instant connection and also stand the test of time. Thus we depicted babies thoroughly enjoying the simple joys of a good breeze. The nice breeze sets off some action around like a paper wind mill rotating, newspaper flying or a mobile swinging all of which results in chuckling, happy babies who touch the heart with their open enjoyment. And what sets off the lovely breeze – Polycab Fans of course. This gentle, soft approach ensures that nobody will be tired of seeing the commercial again and again, thus helping build brand equity."
The film went on air on 10 April 2016.
Client: Polycab Wires (Polycab Fans)
Client team: Shashank Pore (CMO), Ketan Salaye (senior manager marketing)
Creative agency: RK Swamy BBDO
Agency head, president (West) and CCO: Sangeetha
COO - Mumbai: Shailen Sohoni
Creative: Sangeetha N, K N Rajesh, Manoj Nair
Client servicing team: Darshana Parte
Production house: Future East Films
Director (film): Ashim Ahluwalia