Polycab India Limited (PIL) is at the forefront of providing innovative, safe, and energy-efficient products to diverse customers globally. India's largest manufacturer of wires and cables-and a fast growing FMCG brand. Giving a sneak-peak of their business roadmap ahead, Polycab recently unveiled its renewed brand identity and philosophy. Undergoing a remarkable transformation as a part of their Project LEAP, Polycab continues to expand its horizons to offer a comprehensive suite of electrical solutions for modern living making it safe, convenient, and sustainable.
Showcasing their commitment to innovation, technology, safety and sustainability, the rebranding marks a remarkable change in their visual identity or brand architecture. The noteworthy change paves way for the brand to communicate its purpose of ‘Connecting all to a brighter future.’ Visualised and designed by Interbrand, this renewed brand ideology is an important step in Polycab’s vision of becoming the foremost preferred brand for customers in the electrical solutions market.
The colours used and the design of the new visual identity reflect a new dawn, which symbolises Polycab's fresh reach to newer heights, and encapsulates the vision of uniting all towards a brighter future. The three colours red, blue, and purple signify leadership in business, their connection with customers, through the FMEG category, and the brand’s future readiness, respectively. The idea is to make the brand modern yet relatable to the customers whilst retaining the brand’s core values.
To complement their revamped identity, the brand’s tagline has been changed from ‘Connection Zindagi Ka.' to ‘Ideas. Connected.’ signifying a humongous change in approach.
While unveiling the new brand identity, Inder Jaisinghani, Chairman and Managing Director, Polycab India Ltd., stated, “As we reflect on our remarkable journey, from the inception as a single electrical store to the leader in wires and cables manufacturing, we are filled with pride. We have always believed evolution is the key to staying relevant and hence continue to work towards offering futuristic solutions to our customers. We have grown by focusing on innovation, sustainability, and customer-centricity, and now, this new brand identity reflects our core pillars.”
He further added, “Our refreshed brand tagline, 'Ideas. Connected.,' builds on a future where Innovative solutions, based on a thoughtful idea, simplifies lives, and in turn connects to a brighter future. We are dedicated to fostering a brighter future for all, one where every aspect of our lives is seamlessly connected, and our homes truly understand us. With unwavering determination, we look forward to redefining not just our brand but also the way we live.”
Additionally, the brand’s latest TVC communicates to its audience the promise of a future - a home that understands the needs and desires of its inhabitants. “Ghar Jo Aapko Samjhe” builds an emotional connection between the brand and the audience – the people who like to make their homes more efficient, safe, and futuristic spaces. The creative minds at Ogilvy are behind this brilliantly conceptualised brand film.
"Ghar Jo Aapko Samjhe!"
A heart capturing TVC from Polycab presents an interesting narrative where the story unfolds inside a home where innovative electrical solutions seamlessly blend with everyday life.
This TVC beautifully encapsulates the brand’s transformation, showcasing how their innovative products connect ideas and people. With the tagline "Ideas. Connected." Polycab envisions a future where homes are adaptive, intuitive, responsive, and deeply connected to the needs and desires of their inhabitants, making them truly built around their life.
Nilesh Malani, Executive President and Chief Marketing Officer, Polycab India, stated, "Polycab's brand refresh 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. Our latest TVC, 'Ghar Jo Aapko Samjhe,' captures the heart of this transformation. It showcases how our electrical solutions make homes not just smarter but also more intuitive and empathetic."
Note: This article was authored by Polycab and is published here as part of a marketing initiative With Polycab. It contains no journalistic inputs from CNBC-TV18, its affiliates, or employees.
First Published: Oct 9, 2023 1:43 PM IST
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