Ad Campaigns
Polycab India introduces TVC to advocate use of Green Wire for advanced safety
Mumbai: India Ltd. has aimed to change the perception about wires and home safety, with its latest TVC advocating the use of Polycab Green Wire.
The ‘Extra Safe Wire means Extra Safe Dreams’ campaign by Polycab has continued to build upon the success of its previous campaign launched in October last year, illustrating the brand’s commitment in helping a safer future with their solutions. With its latest TVC, the company has taken a step forward in emphasizing that wires are not just an electrical solution but a very vital component of every household that can ensure our safety today and for generations to come. The TVC, conceptualized by Ogilvy, takes a slice of life and through a simple story depicts the importance of safe wire in our lives. By encouraging consumers to dream big while prioritizing safety, this new TVC seamlessly carries forward the brand’s mission to educate and inspire modern-day consumers about the extended value proposition of wires and cables.
Polycab Greenwire Nursery
The film revolves around a pregnant woman, her husband and an electrician who are setting up their nursery in anticipation of the child. While the to-be mother is worrying about the child, the husband is seen calmly working along with the electrician to fix the nursery’s wiring. The wife playfully complains about his lack of input regarding their baby’s future, to which the husband smiles and illuminates the room, hinting at how he was busy securing the future of their child. He finds the most charming way to reassure her, making her believe that the child’s future is not just safe but magical too. The TVC comes to an end with the appearance of Polycab’s Green Wires alongside a voice over, emphasizing their extra safety and urging viewers to safeguard their loved ones’ dreams.
Polycab India Ltd. CMO Nilesh Malani commented, “Polycab India is an unmatched leader in the wires and cables segment and has attained wide acclamation all these years. We understand that wires often go unnoticed despite being the backbone of every electrical system. It’s a low involvement category, but a crucial one. That’s why this campaign, crafted in collaboration with Ogilvy, attempts to strike an emotional chord. New parents are always concerned about their child’s future, and through this campaign, we aim to connect with our audience on a profound level, highlighting the significance of Polycab’s Green Wire in ensuring a safe and secure environment for their precious little ones. Polycab Green Wire comes with 5-in-1 Green shield technology, delivers fire safety, energy efficiency, is ecofriendly and also offers shock protection. We strive to ensure that Polycab Green Wire upholds our commitment to maintaining a strong connection with our valued customers.”
Ogilvy India CCO Sukeh Nayak said, “Through this campaign, we delve into the realm of dreams, showcasing the limitless possibilities they hold. Polycab’s extra safe green wires play a vital role in shaping these dreams, effortlessly connecting and empowering us. The simple narrative touches an emotional chord with the consumers and demands their attention to pay heed to the wiring they use at home.”
Polycab’s Extra safe wires mean extra safe dreams film will telecast across news channels along with Polycab India’s social media handles.
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.
