An Eye-opener: RR Kabel’s UCT Campaign by IdeateLabs

The Brand

RR Kabel, a renowned name in the industry across the world is a subsidiary of RR Global which is one of the leading wires and cables manufacturers in India. The brand has pioneered various technologies in the country for the wires and cables industry. RR Kabel is constantly striving towards introducing new cutting-edge technology.

CLIENT

http://www.rrkabel.com/

01 The Task
02 The Strategy
03 The Execution

The task

To educate people about the significance of choosing good quality wires and cables and how using wires with Unilay Core Technology helps save electricity and provides safety to consumers.

The Strategy

A full-fledged Digital Marketing Mix personified Electricity and UCT technology through video ads and a series of interactive posts on social media platforms

The execution

The campaign was carried out in three phases: teaser (#uctkodekhakya), reveal (#uctmilgaya) and post-reveal stories. Electricity (mischievous & crackling, unwillingly protagonist of amusing capers) & UCT (mature, mentoring & superhero-like) made for electrifying onscreen antics. Following 3 short teasers, were extensive launch films exploring safety and cost-efficiency of UCT that shaped product story and cemented brand salience.