Focus released the new ad campaign for 'Finolex Cables'

With a clear objective of rising beyond the war of product-benefit advertising and create a powerful brand message that cuts deep and connects to consumer psyche on a national level, Focus, one of India’s fastest-growing integrated communication agency, has launched yet another TVC Campaign for the ‘Finolex Cables’ as a breakthrough in repositioning the brand to yet another level.

In order to emphasize on the “Laal” concept, a lot of innovations and special properties/ festival impact buys etc have also been worked out. The aim is to make Safety Laal Finolex synonymous to each other! The Campaign rolls out today & will be supported through integrated mediums like Outdoor, Print, online along with TV for a comprehensive exposure on national as well as regional TV networks to garner the desired reach and GRP’s.

Commenting on the Campaign launch, Rahool Talukdar, National Creative Director, Focus Circle (Creative & Advertising arm of Focus) highlighted, “Finolex has been synonymous to safety for more than 5 decades now. It was time to shift from the product-benefit approach to the next level. Hence, we decided to leverage Finolex by involving its end-users, the traditional Indian audience, in an aesthetic sense to communicate the underlying message of a traditional bond between Finolex & the color Laal.
We decided to create a Brand film and not a product film that essentially positions it based on a Colour association and a strong relevance to traditions, celebrations, and relationships. Finally the film makes a strong but ironical statement, Red – the colour of safety for decades.”

He adds, “It’s intriguing to see that products from non-core sector also can be well accepted today by the consumers when communicated with the right ideas & tools and be recognized as a distinct brand altogether.”

The campaign will cover all the mediums, TV, Print, Outdoor and Online Activities. Also a comprehensive exposure on national as well as regional TV networks to garner the desired reach and GRP’s. The basic format taken is a mix of News, Movies & GEC Genres based on the male skewed target audience and the socioeconomic distribution with a major focus on prime time bands. The plan will span across HSM (Hindi Speaking Markets), Karnataka, Tamil Nadu, Andhra Pradesh, Kerala, Maharashtra, Gujarat, West Bengal, Orissa, Assam, Punjab markets covering approximately 8 Movie Channels, 11 News Channels and 8 GEC’s.

The campaign clearly targets direct influencers including the Product Buyers comprising of Electricians and Retail outlet owners. The consumer here need not the necessarily be the direct audience which is a home owner /masses. Male skewed target audience is the generic focus.

The concept stands out as the major highlight of the campaign that portrays the aspect of the fundamental leap undertaken by the Cable giant. The campaign aims at creating a powerful brand message that cuts deep and connects to the target consumer psyche on a national level. Finolex had released its last commercial - Uncle Sam commercial, a crazy jingle based piece that was promoted extensively and worked wonders amongst the audience. | By Aanchal Kohli [aanchal(at)adgully.com]
 
TVC Credits:

• Advertising Agency: Focus Circle Brands Pvt. Ltd.
• Client: Finolex Cables
• Production House : Trinetra Focus Communications Pvt. Ltd. (Focus’s in-house digital/production house)
• Director: Rumaan Kidwai
• Producer: Taanaz, Karishma Sahi
• National Creative Directors: Rahool Talukdar, Nayan Bagawde, Deepak Band
• Script: Rahool Talukdar
• Cinematography: Anoop Jotwani
• Music: R.Anandh
• Post Production: Pixion