Polycab is one of the ‘Associate Sponsors’ for the ICC World Cup on Star Sports.

The brand is undergoing a transformation aimed at making it more modern, contemporary, and relatable to the youth.

Madison Media and Professional Management Group (PMG) consulted Polycab on this deal.

Polycab India will be a partner in all major men’s and women’s ICC events.

The account was won in a multi-agency pitch involving several rounds of presentations.

Prior to joining Polycab India, Sharma was managing director, Panasonic Life Solutions India where he was the first Indian managing director, to head the electricals arm of Panasonic Group in India.