Ad Campaigns
Polycab announces the launch of #CheerIndiaKeLiye campaign
Mumbai: Polycab India Ltd., India’s largest Wires and Cables manufacturer and one of the fastest-growing FMEG companies, is all set to make this World Cup season even more electrifying with its latest campaign, “Jo cricket ke liye jiye, Come #CheerIndiaKeLiye with Polycab.” Polycab India is an official partner for the ICC Men’s Cricket World Cup 2023.
The heart of the campaign is to connect with every cricket enthusiast and capture their emotion as they cheer for the country. The start of the campaign is an exhilarating anthem, sung by the talented Dev Negi, and brought to life by director Jay Bhansali. Bharat-Hitarth (Bharat Menaria and Hitarth Bhatt) have masterfully composed the music for the anthem. It is a lively musical composition with lyrics that revolve around India’s quest to win the World Cup once again. It celebrates the unity of cricket fans, highlighting individuals from diverse backgrounds, all coming together to dance to Polycab’s anthem beat and perform the hook step.
The digital campaign features three extraordinary individuals who have carved unique spaces for themselves as super fans of Indian cricket: Sudhir Chaudhary, Saravanan Hari, and Pintu Behera. They join the clarion call, encouraging fans from all walks of life to demonstrate how they are cheering for India, using the anthem’s catchy hook step and audio. The campaign has been conceptualised and executed by FCB Kinnect.
Cricket in India is not just a sport; it’s an overwhelming emotion, and every Indian has their unique style of expressing their support for the national cricket team. Whether it’s sitting at the perfect angle in front of the TV, painting the tri-color on one’s face, or distributing sweets as soon as Cricketer hits half a century every person emotes their ecstasy in their distinct ways. Polycab invites the entire nation to showcase their passion for cricket and support for Team India through its exciting campaign, #CheerIndiaKeLiye.
The focal point of the campaign is user-generated content (UGC) from passionate Indians demonstrating how they #CheerIndiaKeLiye, incorporating the anthem’s hook step and audio. To spread the word about this thrilling contest and the infectious anthem, Polycab has teamed up with a diverse group of digital influencers, popular TV stars, and content creators. Over the next couple of weeks, these influencers will be creating unique social media content encouraging their followers and users to participate in the #CheerIndiaKeLiye campaign by using the anthem’s audio and hook step. Exciting social media consumer contests is being rolled out as part of the campaign across the country to #CheerIndiaKeLiye and win exciting prizes.
The campaign will also cover real-life stories across the country of how people are going out of the way to cheer for India to win the World Cup once again.
Commenting on the same, Polycab India CMO & executive president Nilesh Malani said, “It is a matter of great pride for Polycab, a reputed home-grown brand with presence in 60+ countries, to partner with the International Cricket Council for the Cricket World Cup 2023. Polycab has always aimed to resonate with the passions and sentiments of our diverse nation. Cricket is not just a sport in India but it’s an integral part of our culture and identity. Through #CheerIndiaKeLiye campaign, we aim to celebrate the fervour and enthusiasm that unites every Indian during this cricketing extravaganza. Our strategy is simple yet powerful – we want to empower every Indian to express their love for cricket and support for Team India in their own exclusive way. Through the #CheerIndiaKeLiye campaign, we are inviting fans from all walks of life to come together and showcase their cricketing cheer. Whether you’re a die-hard fan or someone who enjoys the occasional match, we want you to be a part of this celebration.”
Polycab India recently unveiled its renewed brand identity and philosophy that reflects its future business roadmap. Polycab is undergoing a remarkable transformation under Project LEAP. While being renowned for its excellence in manufacturing wires and cables, Polycab continues to expand its horizons to offer a comprehensive suite of electrical solutions for modern living making it safe, convenient and sustainable. The rebranding is not just a shift in Visual Identity or Brand Architecture, it is a guiding philosophy that underscores Polycab’s commitment to Innovation, Technology, Safety and Sustainability leading to its Brand Purpose of ‘Connecting all to a brighter future.’
Speaking of the film, FCB Kinnect executive creative director Ashish Tambe said, “As the official partner of ICC, Polycab has created a rallying cry that will unite every Indian fan. #CheerIndiaKeLiye is an emotion, a state of being, and a default mode that is activated in every Indian, whenever our ‘Men in Blue’ take the field. The victory of the piece is how it captures this multifaced emotion – the madness, the prayer, the hope, the triumph, the pride – in its true essence. Nuances such as bringing on no professional dancers and capturing the offbeat, yet true moves of real fans make this a genuinely relatable anthem of this season.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
