Mumbai: Polycab, a cables and wires company, has launched their first television campaign with the promise of ‘Safe raho. Save karo’.

With this campaign, the company has also unveiled their new brand logo.

Conceptualised by Taproot India, the TVC that talks about putting an end to unsafe wiring is doused with humour and quirky surprise elements that are bound to engage the audience.

Polycab Wires vice chairman, joint MD and group CEO R. Ramakrishnan said, “The launch of our very first ad campaign marks a new milestone for us in many ways. With this TVC, we also unveil our new corporate identity which will help our consumers understand and identify us better. While we are amongst the leading players in the industry, as a brand we evangelize the proposition of ‘safety’ and all our communication reinforces our message. We are very excited to present our new proposition and are confident this will only propel our brand to new heights.”

Taproot India chairman and co-founder Agnello Dias said, "Working so closely with the Polycab marketing team was a stimulating experience and the film does a strategically precise balancing act of driving home the dangerous folly of treating wires like a blind spot that does not matter. To do this in a charming tone of voice that couches a serious warning along with strong product benefits is the fruit of true collaboration between the marketing team and the agency‘s brand team."

The campaign revolves around a normal household setup which includes a family of dangerous characters. Each member has a distinguished characteristic utilised from popular movies that can be easily identified by the Indian audienc. An important aspect also captured is about savings. The brand ensures consumers up to 25 per cent that can be saved on electricity billing.

The campaign starts off with a man reading a newspaper and a Hannibal prisoner sitting next to him, who replies in a hoarse grim voice. The series of events that occur next in the surrounding environment shows complete mayhem by the various family members as they go about a seemingly normal routine disguised in their different characters. The 40 second TVC brilliantly captures the messages of safety and technological superiority that the brand would like to highlight.