RR Kabel has rolled out a campaign titled #Serialkiller featuring Akshay Kumar. The campaign promotes the brand's Firex LSOH (Low Smoke Zero Halogen) and consists of a film which highlights its safety.
Conceptualised by IdeateLabs the film shows how media overlooks fire accidents in the country, preferring to focus their time on terror attacks or natural disasters, despite the fact that on an average, fire accidents are the cause of significantly more loss of life than any other major catastrophe.
Shreegopal Kabra, managing director, RR Kabel, said, "The loss of life from electrical fires is on a steady rise which is highly alarming. Our objective is to educate the masses that during an electrical fire, smoke does more damage than the fire itself. People are ill-informed of this and many such facts due to lack of awareness and poor media coverage on such issues. With this campaign, we have attempted to grab the media’s attention, urged them to talk about this issue, spread awareness and encourage them to fight smartly against fire.”
Kirti Kabra, head - communications and director, RR Kabel, added, "After months of research and countless hours studying consumer behavioral data, our brief to the agency was that the new campaign must highlight real issues and expose facts, which we believe will help break common myths surrounding fire accidents. It was also important for us to ensure there is a common link between our previous campaign and this year’s strategy. For far too long have brands sold products under false pretenses, contrary to that, RR Kabel’s communication strategy is based on facts and ethics effectively delivered by Mr. Kumar."
Client: RR Kabel
Creative agency: IdeateLabs
Production house: Old School Films
Director: Shiven Surendranath.