V-Guard, a player in the consumer electrical and electronics segment, has unveiled a television campaign for its triple layered wires. The ad has been created by Publicis Ambience.
The film shows a struggling actor called Lucky Singh saving a director from a falling light. This leads to Singh getting a break in Bollywood and he becomes a star. One of the major reasons for his success is his unique hairstyle. He enjoys the successful run until the day a short circuit causes havoc in his mansion. Singh loses his hair and stardom. The voiceover then introduces V-Guard wires and brings out how these wires could’ve prevented the mishap.
On the campaign, Nandagopal Nair, head corporate communications, V-Guard Industries, said, “Wires is almost like a commodity with very little distinguishing one brand from the other. Studies had indicated that short circuits and low quality wires were the prime perceptions for a damaging fire amongst consumers. The offering from V-Guard to counter the same was triple layered wires. An extra layer for extra protection. The challenge in communication was to how we could engagingly drive this message forward. Bollywood and the rags-to-riches story is integral in almost every middle class Indian dream. Hence when the agency presented the concept with a twist it was taken in by the team.”
Nishant Gangadharan, creative director, Publicis Ambience, added, “Wires is a low involvement category, the challenge on our part was to ensure that we can have consumers sit up and take notice without the use of fear as a stimulus."
Gangadharan has also directed the film.