MUMBAI: How often have we smiled after watching a TVC? It is very heart-warming to see commercials which connects with you on a different level.
V-Guard has launched its new category proposition for wires - ‘Long Lasting Wires’. The proposition has a larger context. It leverages V-Guard’s recently unveiled vision of bringing home a better tomorrow on the one hand and on the other hand V-Guard’s hard earned equity of making products that just do not stop working, like its ubiquitous stabilisers.
https://www.youtube.com/watch?v=egUybEOQn2c

A campaign designed to garner traction for the category takes an empathetic and warm approach to connect with consumers through the communication.
But instead of just airing the film as a TVC, V-Guard decided to try its next experiment. It decided to launch the communication exclusively on Facebook. It began by asking its Facebook fans to complete the story from the audio-visual clues unveiled in two sets of clues. And then followed up by unveiling the complete film and is planning to follow through with a set of posts and animated gifs that celebrate the unending cycle of human life, the longest lasting bridge, longest lived empire or even the longest living tree.

Along with the TVC, the new category proposition of long lasting wires is also being promoted through outdoor, BTL and Point of Sale (POS) activities. Further, a microsite has also been created as part of this campaign.

Speaking on how the 40-year old company walks on a road less travelled for its approach in marketing campaigns, V-Guard VP and head of brand and communications Nandagopal Nair says, “Wires being a low involvement category, we were seeking a new conversation that will differentiate our brand from the rest of the category. After considerable research with both consumers and influencers we arrived at the long-lasting proposition. We were bang in the middle of the new journey of the brand and the brief to the agency was to create another endearing piece of communication that will give a new meaning to V-Guard wires, using the new proposition. We believe that the new communication created is warm, emotional and ties in with the new brand values and will create a differentiated positioning for V-Guard wires.”

Commenting on the campaign Ralph & Das CEO and strategic head Kaustav Das, the agency behind the work adds, “This is a unique opportunity we had to do justice to. Rarely does one arrive at a discriminator as sharp, simple and single minded as Long Lasting Wires.”