With this campaign, Polycab seeks to build strong equity through a very human and young face. The brand needed people to know how important a part it plays in their lives.

The film shows a bride preparing for her wedding in a brightly-lit house, a mother bathing her son, a soldier who's able to talk to his son due to the Polycab wires and so on. The film cuts to a scene in a carnival where we see cultures from all over the country celebrating Polycabs as the song in the background goes, "jode India ko pyaar se" (joins India with love). The film ends with a concert where Bollywood music director Salim Merchant completes the 'Connection Zindagi Ka' (Life's connection) song.