Mumbai November 22, 2021: Polycab India Ltd. India’s leading FMEG (Fast Moving Electrical Goods) brand unveils its new Masterbrand campaign featuring India’s youth icon Ayushmann Khurrana.  The campaign uses a musical route to capture the experiential essence of being liberated and joyous as felt by consumers upon using the Polycab range of products.

Set against the backdrop of everyday scenarios, the TV campaign features delighted people dancing to the tune of the ‘Hap-Hap-Happy, Yeh Dil hai free’ jingle, with Ayushmann smoothly performing distinct choreographed moves. The campaign takes the viewer through an engagingly creative sequence of frames transitioning from a single frame shot in an indoor environment with one Polycab product to eventually panning out to a large outdoor space reflecting the scale and impact of Polycab products in the lives of consumers.

The new campaign seamlessly encompasses an array of Polycab’s distinguished consumer-centric products ranging from LED Lights, Fans, Smart Home-Automation, Green Wires to Cables, while keeping the viewer engrossed with the upbeat, music-and-shuffle dance-driven youthful narrative.

https://youtu.be/LpNWN07ww-E

Nilesh Malani, Chief Marketing Officer, Polycab India said, “We believe our ‘Dance of Joy’ Polycab’s Masterbrand campaign taps into various occasions where consumers interact with our range of products like Fans, LED Lights, Wires, and Smart Home Automation. This new-age brand communication uses a musical route to effectively communicate brands’ relevance and benefits in the general day-to-day life of Indian consumers. The commercial is riding on elements of happiness and joy, keeping the consumer at the heart of the narrative.”

Sangeetha N, President & NCD RK Swamy BBDO said “The Polycab range of best-in-class products enable, brighten, rejuvenate and provide safety to consumers delivering on its brand promise of being connected with the consumers for a lifetime. The Dance of Joy campaign with Ayushmann Khurrana breaks from the clutter and stands out capturing, this joyful and happy experience of consumers through this campaign”

The TVC will be aired on various channels across genres, digital and social media platforms.

Credits:

Client – Polycab India Limited

Agency: R K Swamy BBDO, Mumbai

Creative Team and Campaign Director:  Sangeetha N & Gautam Pandit, Sheetanshu Dube

Music: Aman Pant

Lyrics: Gautam Pandit

Account Management: Darshana Parte

Planning Team: Kaushik Tiwari

Production House: Everclear Films

Director: Shwetabh Varma

About Polycab

PIL is a leading Electrical brand with over Rs 89 billion in revenues. PIL is the largest manufacturer of Wires and Cables in India and one of the fastest-growing players in the FMEG space. PIL manufactures and sells various types of cables, wires, electric fans, LED lighting and luminaires, switches and switchgear, solar products, pumps and conduits, and accessories. Polycab caters to various public and private institutions across a diverse set of industries, as well as retail customers through its B2C business. PIL has a strong Pan-India distribution network of over 4,100+ authorized dealers and distributors who in turn cater to over 165,000+ retail outlets. Business operations are managed through a corporate office, 4 regional offices, 16 local offices across India, and over 50 warehouses located across the nation. PIL owns 23 manufacturing facilities located across the states of Gujarat, Maharashtra, Uttarakhand, and the District of Daman. PIL puts a strong emphasis on backward integration of its manufacturing process and building in-house research and development ‘R&D’ capabilities to adhere to various national and international quality certifications. PIL has also exported goods to over 55 countries in the past few years. For further information please visit www.polycab.com  

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