MUMBAI: Consumer electrical and electronics company V-Guard has unveiled their new television campaign for wires, created by Publicis Ambiance-Bangalore.

The communication aims to bring to light the importance of triple layer protection for wires.

The ad features Lucky Singh as the protagonist who starts off as an actor working on a small role in a movie. He happens to save his director from a falling light which motivates the director to give him the role of a hero and he catapults to fame and so does his unique mannerisms, hairstyle and all. This new-found fame grants him all the riches including a mansion fit for a star of his calibre.

In an ironic twist of fate, one of the wires in his home short-circuits and in a flash, he loses all that he has gained including his style. This is where the real protagonist of the story comes in- the triple layered protection that V-Guard offers reducing the probability of electrical fires and short circuiting. This would have made the difference in Lucky Singh breaking or keeping his new found fortune.

Though conveyed in a humorous tone, this advertisement addresses the critical issue of short circuit, low quality wires and electrical fires in order to connect with the larger audience.

V-Guard Industries head corporate communications Nandagopal Nair said, "The challenge in communication was to how engagingly we could drive this message forward. Bollywood and the rags to riches story is integral in almost every middle class Indian dream. Hence when the Agency presented the concept with a twist it was taken in by the team.”

This ad film has been directed by Nishant Gangadharan with creative direction also done by Gangadharan.

V Guard is an electrical appliance manufacturer which has been manufacturing numerous products since 1977.