Mumbai: Polycab India Ltd, one of the fastest-growing FMEG companies and largest wire and cable manufacturer, in collaboration with Posterscope, unveiled its latest campaign. The campaign showcased the brand’s renewed brand identity, further reflecting on its vision of ‘Connecting all to a brighter future’. Through this campaign, Polycab aimed to give its audiences a fresh perspective on the brand, emphasising its diverse array of products and reiterating its commitment to Innovation, Technology, Safety, and Sustainability.

In order to further strengthen the brand's presence, Posterscope, an OOH (Out-of-Home) specialist agency from Dentsu India, used a combination of traditional and modern digital media at premium inventory and specifically picked high-impact locations. The agency strategically selected significant arterial routes, junctions, routes to airports, electrical zones, and industrial areas. These locations were not only concentrated in major cities but also were established across India to maximize the frequency and effectiveness of the campaign.

Furthermore, the brand embraced the latest media trend in the city – Digital Out-of-Home (DOOH) to establish a strong connection with its target audience. Polycab showcased a captivating 3D creative on the digital screens in Chembur RCF, Mumbai. It is pertinent to note here that the brand is among the Indian companies that displayed anamorphic content on a cluster of sites.

Speaking on the campaign, Posterscope India MD Imtiyaz Vilatra said, “In a fiercely competitive category, it becomes imperative to rise above the noise. The rejuvenation of the Polycab brand provided us with the opportunity to demonstrate the effectiveness of DOOH and immersive media. We take pride in our ability to deliver a campaign of such grandeur."

Polycab India executive president and chief marketing officer Nilesh Malani commented, "We are thrilled to unveil Polycab's brand refresh campaign, which is more than just a change in appearance; it's a profound shift in our brand's essence and the way we connect with our customers. Our new brand positioning, 'Ideas. Connected.' reflects our commitment to innovative solutions that seamlessly integrate into everyday life. Posterscope’s expertise and innovation have revolutionized our OOH campaign, ensuring maximum visibility and impact.”