Rediffusion executes APAR’s new TVC with Sonu Sood

APAR Industries has launched its latest television commercial, featuring its long-term brand ambassador, Sonu Sood.

The new TVC showcases APAR’s presence in some of India’s most iconic and technologically advanced assets, including the Vande Bharat Express, INS Vikrant and strategic defence applications such as torpedoes, and more.

Speaking about the campaign, Gaurangi Desai Mehra, Director – Marketing & Communications, APAR Industries, said, “APAR cables operate in environments where failure is not an option — from India’s fastest trains to its most advanced naval carrier and defence systems. What makes this story powerful is that the same engineering now protects Indian homes. This film reflects the trust the nation places in APAR, at every level.”

Conceptualised and executed by Rediffusion, the TVC uses strong visuals and a confident narrative to celebrate India’s engineering capabilities while reinforcing APAR’s positioning as a brand that powers progress across sectors.

Shailja Chopra, General Manager - Marketing, APAR Industries, added, “This campaign is a celebration of Make in India in its truest sense — showcasing how world-class, homegrown technology is enabling national missions while ensuring safety and reliability inside Indian homes.”

Explaining the creative execution of the TVC, Carol Goyal, Executive Director at Rediffusion, said, “Apar has strong global credentials in the creation of ‘impact infrastructure. We have used Sonu Sood to walk the consumer through where APAR makes its expertise count. Our intent was to portray APAR at the scale it truly deserves. By linking its role in defence and infrastructure with everyday households, the film communicates credibility, pride and purpose.”