KEI Wires + Leo Burnett India’s campaign stars Irrfan Khan as the neighbourhood’s ‘lifeline’

KEI Industries, India’s leading cable manufacturing company, has unveiled a new TV-led integrated campaign. The brand, that addresses the cabling requirements of a wide spectrum of sectors such as Power, Railways, Automobiles, Cement, Steel and Real Estate, has recently brought on board eminent Bollywood actor Irrfan Khan as its brand ambassador. This is the first time that the brand has collaborated with a celebrity to take its vision forward, in a campaign conceptualised by Leo Burnett India.

VIEW THE SPOT (in Hindi)

The campaign addresses how short circuits and overloads, resulting from faulty wiring, leave the common man handicapped in his own home. The film show how, by installing the superior quality KEI Wires, problems such as electrical breakdowns and power cuts can be minimized.

Speaking about the campaign, Anil Gupta, Chairman and Managing Director, KEI Industries, said, “KEI has always been a leading player in the Wires and Cables category. For five decades, we have catered to diverse industries. Now, as a brand we’ve decided to get more aggressive in the house wire segment. In the coming years, we want to find a place in every Indian household. Hence, the brand’s new campaign is historic for us in many ways. For the first time, we have a brand ambassador of immense stature. Irrfan Khan is not just a great actor, his following amongst the masses is commendable. Again, for the first time, the brand has undertaken a multimedia campaign that will harness the reach of social media channels, along with TV and print. It’s a big stride for the brand and we’re quite positive that people will connect with this campaign at an emotional level.”

The tagline ‘Jodey Dilon Ke Taar’ effectively transforms the dilemma of poor quality wires into an opportunity to bring together people of all ages. In the two-film series, Irrfan Khan is portrayed as the lifeline of his neighbourhood – someone to whom everyone looks up to in times of distress. In the first film titled ‘Superhero’, due to an electrical overload in his neighbour’s house, Irrfan is seen ironing the superhero outfit of a child. This is only possible thanks to the advanced KEI wiring system in his home.

Speaking about the campaign, Amit Nandwani, Executive Creative Director, Leo Burnett India, who directed the films along with Red Ice Films’ Surya Balakrishnan, says, “Given the clutter in a category where every brand is talking only about functional benefits, we felt it was important for consumers to have an emotional connect with the brand. The films, with the new tagline ‘Jodey Dilon Ke Taar’, deliver the message in a sweet, endearing manner and will hopefully become the new category speak. Further, by bringing in a celebrity of Irrfan’s stature and credibility, we made sure the message stood out and struck a chord with the audience.”

The multimedia campaign will use television, print, outdoor, as well as social media channels like Youtube and Facebook to deliver the message of ‘Jodey Dilon Ke Taar’. While the first film is already on air, the second film of the series will be released soon.

Apart from the rebranding with Irrfan Khan as its new face, KEI Wires has officially partnered Kings XI Punjab in the IPL this year, making 2017 an action-packed year for the brand.

Credits –

Manager, Corporate Communication: Manisha Pathak