Indian brand Finolex’s celebrity playbook aims to appeal to younger consumers

Finolex Cables’ president of gross sales and advertising Amit Mathur shares the gameplan on how the Indian B2B model is hoping to strengthen its place within the fast-moving electrical items class.

Finolex Cables, an India-based producer {of electrical} and telecommunication cables, launched model marketing campaign ‘No Stress. Finolex’ to announce its refreshed foray into the fast-moving electrical items (FMEG) area. The three-film marketing campaign showcases the varied product vary of ceiling followers and LED lights, together with electrical cables and wires.

For the primary time the corporate has additionally deployed Bollywood actors – Kartik Aaryan and Kiara Advani – to assist the model have interaction with the youthful client set, in accordance with the corporate’s president of gross sales and advertising Amit Mathur.

The journey from a B2B to B2C firm

Finolex Cables was initially based as a wire producer method again in 1958 and lately expanded its portfolio to incorporate FMEGs comparable to electrical water heaters, followers and LED lights. The goal is to supply whole electrical/housing options.

Speaking in regards to the just-launched model refresh, Mathur says: “Although often known as a wire and cable producer, Finolex Cables has strategically diversified into consumer-facing classes that require a powerful brand-building train to attach and have interaction with the tip buyer.”

The goal is to narrate to the good and aware youth that’s in search of high-performance merchandise mixed with trendy design, he provides.

The marketing campaign story: partaking the younger viewers set

In the present day’s era needs to work good and never exhausting, and Finolex Cables goals to supply easily-accessible options for modern-day issues by providing trendy and reliable merchandise, says Mathur.

The built-in marketing campaign, conceptualized by the indie company Huge, focuses on wire, fan and lighting classes as these are high-growth potential segments.

Mathur says: “In every class, the communication focuses on highlighting differentiators that the merchandise supply, eg within the case of wires it’s the ‘load-carrying capability’; for followers it’s the ABS blades that give our boomerang fan ‘designer seems and silent operation’; and in lighting the LEDs supply ‘energy-efficient efficiency with brighter lights.’”

Onboarding Bollywood celebrities for the primary time

Mathur believes that the affiliation will assist Finolex transit forward as a model that delivers stylishly-designed merchandise which might be performance-driven – and also will assist set up its place as a big participant within the client market.

The 2 celebrities, Bollywood stars Kartik Aaryan and Kiara Advani, had been chosen as a result of they embody qualities that the model possesses. Mathur provides: “They’re youthful, enthusiastic, reliable, fashionable and daring.”

The company transient

Mathur continues: “The company was tasked to create a marketing campaign that highlights our new product vary whereas creating a brand new appear and feel for the model.”

The goal was to reinvigorate the model picture whereas increasing upon the legacy constructed over time, he provides.

The ‘No Stress. Finolex’ marketing campaign has been rolled out with a number of features of the model positioning and product portfolio, and is being performed throughout TV, radio, digital, BTL and out-of-home (OOH) platforms.

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