KEI Wires is embarking on a multi-media brand campaign from September 10. Conceptualised by Innocean, the 360-degree campaign will span over a period of six months. KEI Wires has earmarked Rs 4 crore for this campaign.
Commenting on the brief given by the client, Vivek Srivastava, Joint Managing Director, Innocean, said, “We were asked to build a brand property which showcases a higher order benefit instead of showing wires that are fire resistant or the load carrying capacity of the wires.”
“Also, incessant media weight by competitors had built fire-resistant as a hygiene trait in the category, hence our challenge was to arrive at a strategically distinct approach. The main objective of this campaign is to create a high degree of brand recall and association with proper brand positioning,” Srivastava added.
He explained, “To make the communication effective, a customer archetype – Yuppy, well informed, brand and value conscious family man – has been chosen. Cameo presence of the influencer by design in the communication completes the communication loop. The positioning for the brand is built around a rather accepted property in technically important, yet lesser understood categories: Specialist. Consumers basically choose the ‘specialist’ by virtue of his credibility and ascribe all the desirables to him.”
The campaign will use TV as the primary medium, backed by print, outdoor and specialist media like trade journals and direct mail. Saurabh Dasgupta, ECD, Innocean, said, “The ‘specialist’ positioning gave us a versatile palette. Our TVC captures the essence of a family banter to drive home the key point about the importance of quality house wires. To enhance the emotive layering, a child is used as the amplification device for the ‘specialist’ position. The attempt is to humanise the category without being a tear jerker or one indulging in tech mumbo-jumbo.”
The commercial features an up-market household, where the parents misunderstand the completely harmless curiosity of their five-year old daughter and fly off in a funny tangent only to realise later in the film that the child’s question was prompted by the ‘electrician uncle’, who simply wanted to know which wire to use in the junction box. The film ends on a smile and re-enforces KEI’s advantage as the specialist in wires and cables.
Gaurav Sahi, Head-Corporate Communications, KEI, said “Our distribution is all geared up and the company plans an investment of close to $1 million on media in the next six months, with a national presence.” The overall category spends are around Rs 60 crore annually with Havells, Anchor and Finolex being prominent spenders.
Sahi further said, “The company has consciously built its credentials as the most advanced cable and wire manufacturer in India over the last 40 years, with leading industrial houses, electricity boards and real estate developers as its customers.”