Weekend Watch: RR Kabel

Here's a fun film to kick start your weekend. To showcase its patented Unilay Core Technology (UCT), RR Kabel has rolled out a digital film conceptualised by IdeateLabs. 

 

The film looks to create awareness about choosing wires with UCT. It shows electricity’s search for its best friend, UCT.

 

Kirti Kabra, director, RR Kabel, said, “Electrical safety is a vital issue, but often neglected thus, we introduced Unilay Core Technology in India. This campaign helped us spread awareness about the need, importance and benefits of using the next-gen (UCT) cables in day-to-day life. This association led us to reach the relevant target audience.”

 

Chris Higgins, business head, IdeateLabs, said, “Our challenge was to introduce the brand’s innovative technology and make people understand its importance. In a low-involvement category, where grabbing viewer’s attention is the crucial part, our strategy was to come up with interesting short videos. We breathed life into the two unusual characters - UCT and Electricity."