V-Guard's new ad for its 'Long Lasting Wires' is a Facebook exclusive campaign

The film is directed by Anil Ralph Thomas, chief creative officer, Ralph & Das

How often have we smiled after watching a TVC? It is very heart-warming to see commercials which connects with you on a different level.

V-Guard Industries Limited has launched their new category proposition for wires - ‘Long Lasting Wires’.

V-Guard wires are designed and manufactured to precision in V-Guard’s state of the art manufacturing facilities to last long. The proposition has a larger context. It leverages V-Guard’s recently unveiled vision of “Bringing home a better tomorrow” on the one hand and on the other hand V-Guard’s hard earned equity of making products that just do not stop working.

A campaign designed to garner traction for the category takes an empathetic and warm approach to connect with their consumers with the communication.

But instead of just airing the film as a TVC, V-Guard decided to try its next experiment. It decided to launch the communication exclusively on Facebook. It began by asking its Facebook fans to complete the story from the audio-visual clues unveiled in two sets of clues. And then followed up by unveiling the complete film and is planning to follow through with a set of posts and animated gifs that celebrate the unending cycle of human life, the longest lasting bridge, longest lived empire or even the longest living tree.

Along with the TVC, the new category proposition of “long lasting wires” is also being promoted through outdoor, & BTL and Point of Sale (POS) activities. Further, a microsite has also been created as part of this campaign.

Speaking on how the 40-year old company walks on a road less travelled for their approach in marketing campaigns, Nandagopal Nair, Vice President & Head - Brand & Communications at V-Guard Industries Ltd said, “Wires being a low involvement category, we were seeking a new conversation that will differentiate our brand from the rest of the category. After considerable research with both consumers and influencers we arrived at the long-lasting proposition. We were bang in the middle of the new journey of the brand and the brief to the agency was to create another endearing piece of communication that will give a new meaning to V-Guard wires, using the new proposition. We believe that the new communication created is warm, emotional and ties in with the new brand values and will create a differentiated positioning for V-Guard wires”

Commenting on the campaign Kaustav Das CEO and Strategic Head, Ralph & Das, the agency behind the work said “This is a unique opportunity we had to do justice to. Rarely does one arrive at a discriminator as sharp, simple and single minded as Long Lasting Wires.”

The film is directed by Anil Ralph Thomas, Chief Creative Officer, Ralph & Das who said, “the simplicity and the sharpness of the brief demanded that the script of the film had to be simple in its narrative yet inspiring. The resounding success of the brand films that preceded this film also meant that the wires film had to be equally good if not better. We settled for better."

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