KEI Wires & Cables strengthens ambitions of Young India in its new ad

In an attempt to reinforce the importance of strength and resilience, this legacy wire brand speaks to the youth of the nation through its new commercial. Just like the brand’s commitment to its customers, the film thoughtfully throws light on instances where every character is determined to work towards their goal, despite facing numerous tensions. 

• Starts with a regional metro service employee waking up before the dawn kicks in on a chilly winter morning 

• A young Science Enthusiast successfully making a discovery 

• A fierce architect determined to accomplish her project despite a long and tiring day 

• A female boxing athlete showcasing her unwavering strength while practicing for the national championship 

• A young student venturing into her independent life away from home, seeking her mother’s blessings 

• A proud husband flaunting his wife’s achievement 

• Cricket match uniting the family while rooting for the Indian team 

The key elements in all the instances are supported by an appliance/device that runs smoothly with KEI wires and cables. Being a conglomerate with 5+ decades of experience, KEI aims to connect with the younger generation and urges them to not lose sight of their goals. With the rising aspirations of this generation and the usage of heavy electronic gadgets, the brand commits to supporting its customers with reliable wires that are long-lasting and can take heavy amounts of load, circling back to the tagline of the brand - Har Tension Sahe, Chalti Rahe 

While launching the campaign, Mr Anil Gupta, Chairman and MD of KEI Wires & Cables said, “After successfully serving clients in India and exporting to more than 60 countries worldwide, we’ve laid a strong foundation amongst our stakeholders. However, with this campaign, our focus is to build a deeper relationship with the end consumers, especially the nation’s youth who’re the leaders of tomorrow. It is important for them to know that we’re standing strong to support their dreams while they strive to fulfill their goals.” 

The ad film was created in collaboration with Django Digital, the brand’s creative agency for the campaign.