Top Story


Home >> Advertising >> Article

RR Kabel's new ad campaign bridges distances

Font Size   16
RR Kabel's new ad campaign bridges distances

Being closely involved with the electrician community, RR Kabel is a brand that understands their big-city struggles and that of staying away from their families. Through the ‘Bridging Distances’ campaign RR Kabel brings electricians, hailing from different parts of the country, face-to-face with their families through the virtual medium.

In this new campaign, unknown to the electricians, teams of RR Kabel crew are deployed to various villages of India to set up virtual connections at these electricians' homes. Meanwhile, here in the city, the electricians are called to an office on the pretext of repair work. Just as they start work, the video of their dear ones comes alive on a TV nearby. What follows is a mixture of surprise, disbelief, overwhelming emotions and wordless gratitude that needs to be seen to be believed.

Talking about the campaign Kirti Kabra, Director, RR Kabel, said, “Electricians are our everyday brand ambassadors. The campaign is an endeavour at ‘Bridging Distances’ - Connecting these electricians, who in search of livelihood have left their homes behind, with their dear ones. With the help of technology and cables, we wanted to brighten their day, just the way they light up our homes.”

Spearheading the creative digital campaign Porus Jose, Creative Director, IdeateLabs, stated, “In the last few years, technology has advanced exponentially. However, very little of its effects has trickled down to a large section of the society. Bringing our electricians and their families together on a digital platform is the brand’s way of thanking them.” 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...