Brands
Polycab partners with Ogilvy for new campaign
Mumbai: Polycab Wires and Cables has rolled out a new campaign- ‘Extra Safe Wires Means Extra Safe Dreams’. The campaign is conceptualised & created by Ogilvy India.
This recently formed partnership aims to make Polycab top of mind among consumers when it comes to their home electrical, or automation needs.
With this campaign, Polycab is nudging people to pay extra attention to the quality of the wires they use by showcasing powerful human stories. Stories that demonstrate how only extra safe wires are built take even the non-anticipated load and help keep our dreams safe.
It features a story about a father who without hesitation or worry adds to the load to build a stadium so that he can help fulfil his daughter’s dream of becoming a champion.
Speaking of this campaign, Polycab India president and chief marketing officer Nilesh Malani said, “Polycab India is a distinct market leader in the wires and cables segment and has received wide acclaim over the years. Wires are the backbone of the entire electrical system of any home; however, for consumers, it is a low involvement category. Our latest campaign by Ogilvy is a refreshing approach weaving an emotional charm which will have universal resonance and relevance. Polycab Green Wire comes with 5-in-1 greenshield technology that delivers fire safety, and energy efficiency, is long-lasting, eco-friendly, and offers shock protection. It is our endeavour that Polycab Green Wire carries forward our brand promise of being connected with our customers.”
Further Ogilvy India chief creative officer Sukesh Nayak added, “The thing with dreams is that there is no limit to them. With this human campaign, we are showcasing how extra safe green wires from Polycab effortlessly take all the load to connect and fulfil all our dreams. Keeping our homes safe and our dreams safer.”
Brands
Samsung India mobile chief quits after 18 years
Raju Antony Pullan’s exit leaves a gaping hole at the top as Chinese rivals tighten their grip
GURGAON: Raju Antony Pullan has had enough. The senior vice-president and head of Samsung India’s mobile phone business has put in his papers after 18 years at the Korean giant, a tenure long enough to have watched the company stride to the top of India’s smartphone market and then stumble, badly, as Chinese upstarts muscled in.
Pullan, who ran sales, marketing and every last function of the smartphone business, tendered his resignation on Thursday and is currently serving out his notice period. Samsung has not named a successor. It has a second line of leadership waiting in the wings, Aditya Babbar and Hiren Rathod among them, but no decision has been made on who steps up.
The timing is awkward. Samsung has been haemorrhaging market share to Chinese brands and now clings to a top-two position only in the premium segment, where it scraps it out with Apple. Losing the man who stewarded the mobile business through its best and worst years hardly helps steady the ship.
A company that once owned India’s smartphone market is now fighting to stay relevant in it. Pullan’s departure is less a footnote than a flashing red light.
