Campaign India Team
Jan 06, 2015

Polycab resonates happiness with ‘Connection Zindagi Ka’

Watch the film conceptualised by RK Swamy BBDO here

Polycab has rolled out a brand campaign that seeks keep the company top of mind for customers. The TVC has been directed by Pradeep Sarkar and has been conceptualised by RK Swamy BBDO.

The film shows a bride preparing for her wedding in a brightly-lit house, a mother bathing her son, a soldier who’s able to talk to his son due to the Polycab wires and so on.

The film cuts to a scene in a carnival where we see cultures from all over the country celebrating Polycabs as the song in the background goes, “jode India ko pyaar se” (joins India with love).

The film ends with a concert where Bollywood music director Salim Merchant completes the ‘Connection Zindagi Ka’ (Life’s connection) song.

R Ramakrishnan, vice chairman, joint MD and group CEO, Polycab Wires, said, “As humans we have an intimate relationship with electricity, to the point that it is practically impossible to separate our life from it. Electricity brings the convenience of countless electrical products and very often has been associated with happiness. At Polycab, our vision is to provide happiness and safety to people through our products and we have endeavoured to communicate this message in our latest ad campaign Polycab – Connection Zindagi Ka.”

Shashank Pore, chief marketing officer, Polycab Wires, said, “With this campaign, Polycab seeks to build strong equity through a very human and young face. We needed people to know how important a part we play in their lives. We also needed to connect with youth in a meaningful way and engage in conversations they like. It all ties up well in the end with the depiction of an entire range of products we have to offer to our consumers.”

Sangeetha Narsimhan, ECD West, RK Swamy BBDO, added, “Given the nature of the products the agency has brought the brand to life through a youthful, high-energy commercial that paints a wide canvas. This set to a pulsating score specially performed by youth icon Salim Merchant. The essence is summarized in the payoff line ‘Connection Zindagi ka.’ The net effect is a commercial that is larger than life befitting India’s largest cable and wire brand.”

Client: Polycab Wires
Creative agency: R K Swamy BBDO
Director: Pradeep Sarkar
Executive creative director: Sangeetha N. 
Producer: Rachita Chowdhury
Production house: Apocalypso Filmworks 

Campaign India

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