V-Guard launches their new TVC on wires

Company Brief

National, March 11, 2013

V-Guard, India's leading consumer electrical and electronics major today unveiled their new television campaign for wires, a unique communication that brings to light the importance of triple layer protection for wires.

The ad features Lucky Singh as the protagonist who starts off as an actor working on a small role in a movie. He happens to save his director from a falling light which motivates the director to give him the role of a hero and he catapults to fame and so does his unique mannerisms, hairstyle and all. This new-found fame grants him all the riches including a mansion fit for a star of his calibre.

In an ironic twist of fate, one of the wires in his home short-circuits and in a flash, he loses all that he has gained including his style. This is where the real protagonist of the story comes in- the triple layered protection that V-Guard offers reducing the probability of electrical fires and short circuiting. This would have made the difference in Lucky Singh breaking or keeping his new found fortune.

Though conveyed in a humorous tone, this advertisement addresses the critical issue of short circuit, low quality wires and electrical fires in order to connect with the larger audience.

Nandagopal Nair - Head Corporate communications- V-Guard Industries Pvt. Ltd. said “Wires is almost like 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 engagingly we could 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.”

This television ad was created by Publicis Ambiance-Bangalore; directed by Nishant Gangadharan with creative direction also done by Nishant. "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"

For further information, please contact:

V-Guard Industries Pvt. Ltd.

MSL India

Nandagopal Nair

Mobile: +914843005000

Email: nandagopal@vguard.in