RK Kabel’s New Ad Campaign Amps Up Bromance Between Electricity & Uct
RR KABEL went on an awareness crusade on how UCT technology can help save electricity while making it safe.
After the successful launch of their first campaign, RR KABEL tells us how it’s the little things that make the biggest difference. Like how choosing something as simple as wires with UCT technology can bring a greater safety quotient. The pioneer in introducing the patented Unilay Core Technology (UCT) wires in India, RR KABEL’s digital awareness activation created more than a buzz on social media.
This was done by a series of engaging videos, conceptualized by IdeateLabs, with an aim to inject interest into an area ruled by austere functionality. As the B2B film sphere is rarely one of entertainment, Electricity and UCT technology were personified to add a human touch. It gave users a reason to watch and share the videos. This strategy enabled the UCT concept to be made simpler, enhancing brand recall.
Taking a cue from Jay and Veeru’s bromance from that timeless Bollywood classic, Sholay, the journey of Electricity and UCT’s friendship was established through a series of teaser ads. The challenge to convey an engaging message in such a short span, was easily overcome with humour added to the script to make it more riveting – thus breathing life into the unconventional characters.
To capture the attention of users, the character makeup of Electricity was built on a mischievous personality, a bundle of energy, resulting in him getting involved in amusing capers. Electricity does not mean any harm, but unwittingly gets into tricky situations that he needs to be bailed out of. On the other hand, UCT was molded on a mature character, always looking out for Electricity and keeping him out of harm’s way. The character makeup together with the humorous antics encountered by the two friends, makes for quite an entertaining watch.
The campaign began with 3 short teaser videos, followed by the extensive launch films that explored the safety and cost-saving features of UCT. The combination of the teasers and the launch films outlines Electricity’s search for his best friend, UCT, who then finally finds him at the RR Kabel factory. The stories included adventures like ‘UCT Electricity ko bachata hai’, where Electricity distractedly crosses the road without realizing that a vehicle is speeding towards him, while the ever mindful UCT saves him in fraction of a second. Or another escapade of ‘UCT helps in saving money’, where Electricity sneakily takes money from people's wallets, while a watchful UCT quietly puts the money back when Electricity's back is turned. The videos subtly highlight the features of RR Kabel’s UCT, and how it helps provide safety from electric shocks, even as it saves on the power bills.
The campaign created curiosity amongst the viewers about UCT and Electricity. The quirky dialogues from the teaser videos garnered quite a fan following, with meme-makers jumping into the fray with the oft-repeated ‘UCT ko dekha kya?’ line. This got users not only creating and sharing the amusing memes, but asking questions and searching for the meaning of UCT on social media and search sites. Going viral was an understatement with the engagements on Facebook that soared with the campaign culmination of ‘UCT mil gaya’, resulting in a slew of new memes, shares and comments. With the suspense generated, and the curiosity factor upped, even celebrities like Rannvijay Singh, Saina Nehwal & Bani J took notice of this campaign and expressed their excitement when ‘Electricity & UCT finally met’. By drumming up interest about the mystery of UCT, users were successfully engaged, proving the approach worked, and within a short span, the campaign received over 32,000 social media engagements & over 34 lakhs video views across online platforms.
To simplify the concept of UCT, the campaign was further amplified on all digital fronts. A novel version of story was created on a new interactive microsite that gave users an immersive experience.
On the success of the UCT campaign, Kirti Kabra, Director, RR Kabel comments, “Electrical safety is a vital issue but often neglected. Thus, we introduced Unilay Core Technology in India. This campaign helped us spread awareness about the need, importance, and benefits of using the next-gen wires with Unilay Core Technology in day-to-day life. This association led us to reach the relevant target audience.”
Christopher Higgins, Business Head, IdeateLabs says, “Our challenge was to introduce the brand’s innovative technology and make people understand its importance but in an interesting manner. In a low-involvement category, where grabbing the viewer’s attention is the crucial part, Our approach combined viral short videos with an innovative media strategy that included social media, news and lifestyle websites and programmatic mobile advertising.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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