Paramount Communications Ltd, part of the Paramount Group of Companies, has announced its entry in the home wire segment. The company has launched an out-of-home campaign in Delhi and NCR regions to support its foray. Plans are afoot to launch the OOH campaign in Haryana and Uttar Pradesh as well.
Speaking on the initiative, Parul Aggarwal, Director - Special Project, Paramount Cables, said, “We have entered the home wire segment with the proposition of ‘long lasting’ wire, unlike other players who mainly concentrate on the safety proposition. We believe that if the wires inside houses are long-lasting, then they will be safe as well.”
Indians are extremely value conscious and often hold on to old things forever, even after they have become obsolete. The outdoor campaign uses this insight and expresses it in a humorous way by saying that some things should not last as long as.
Aggarwal further said, “The duration of the campaign is for one month in the first phase. Right now, the campaign has been launched only in Delhi and NCR. Later, we move on to Haryana and Uttar Pradesh. The second phase of the campaign will be launched soon.”
“The account size of the campaign is around Rs 5 crore. We have used a range of outdoor properties like bus shelters, hoardings and mobile vans for the campaign,” she added.
Paramount Cables is making its presence felt in almost all cable manufacturing segments, which includes power cables, control cables, instrumental cables, thermocouple cables, telecom cables and railway cables.