An Journey from pure B2B to B2C in an span of five years in an market of fierce competition which resulted in an successful IPO which got over subscribed 52 times

2. The brand picture before 2012 !
• Lack of brand development and
building Activity
• Low consumer demand pull. It was
usually trade-push driven.
• Polycab was a B2B brand.
Rapid movements of
competition to own and grab
a pie in Electricals and
appliances markets – Usha,
Finolex, KEI, Orient
had already built robust brand
and had invested about 800
crores from 2001 till 2012
Brand Awareness – All India, Electrical brands
Market Pulse report ‘12
4
19
12
3
1
11
43
3
19
24
21
18
9
56
3
38
16
52
38
41
58
45
26
15
7
16
Legrand
Crompton
Anchor
Havells
Khaitan
Polar
Bajaj
Polycab
Inalsa
Philips
TOM SPONT AIDED
97
10
15
93
55
78
75
81
74
19
Total Brand Score -
2012
The transformation journey started

3. The world of
brands is complex
One problem has
Many answers &
perceptions
Hence, only trained and experienced marketing communication
specialists always strive to find the right solution and build brands in
this complex world

4. Targeting the trinity was most crucial for Polycab
Trinity
Channel
Influencer
Consumer
Two key pillars we followed were
• Thought (Strategic)
• Action (Tactical)
The glue
• The glue that bound them was Return On Investment
• We could not have done it unless we had ROI – Resolve our Intent.

5. Important Steps – building structures
• Marcom department took real initiatives in institutionalising a structured process of documentation
– From job initiation to delivery of the project/job.
• Building a strong team at HO to support the new Polycab aspirations
• Got best in class partners for creatives , PR , Media and digital which helped us to kick start the
revamp process.
• Building up a marcom spock in each branch (A first in the electrical industry) – to provide last mile
connectivity to all marcom initiatives and to liaise with sales for onground implementation

6. Previous Identity New Identity
•Symbolizes power, safety, reliance and simplicity
•More visible
•Liberated
•Uncaged
•Not restricted to cable & wires only
•Caters only to the B2B
•Cluttered
•Not contemporary
•Not appealing to the eyes
•Logo is caged & it restricts to cable & wires only
We established a solid consumer oriented and successful brand identity for Polycab.
The beauty is: Whenever you see the power symbol, it would remind you of Polycab.

7. • This new brand position ‘Connection Zindagi Ka’ Stems from a very specific trait that Polycab has.
• Connection Zindagi Ka is the new BCI – Brand Communication Idea to be sustained for long term.
• This first mother brand tvc brought Polycab in the mainstream of consumers active conversations.
New Brand position – Connection Zindagi Ka
Values:
Young
Modern
Lively
Friendly
Approachable

8. Overarching thought of Connection Zindagi was used to launch a brand
new first TVC for Polycab Fans with the brand joiner –
Hawa jo dil ko chhu le
Continuing – Connection Zindagi Ka
Values:
Young
Modern
Lively
Friendly
Approachable

9. Communication idea:
It is difficult to change habits/traits of your family members, so switch to Polycab wires that save upto 25% power.
House wires TVC with celebrity character actor – Paresh Rawal two bursts

10. • Significant increase in Polycab awareness, with a 20% gain on TOM &
56% gain in unaided (TOM+SPONT) recall
All figures in %
0 7 6 8
0
18 24
48
15
44
22
32
2012 2013 Apr-15 Nov-15
Awareness % for Polycab Housewires
TOM Spont. Aided
The results – Brand Scores!
Today Polycab has significantly increased its brand image
and sits at no 2 in brand recall!
Nov - 16

11. The results – Brand Scores!
Today Polycab has significantly increased its brand image
and sits at no 2 in brand recall!
47
19 20
9 2 1 0
39
56
33
41
19
8 1
9
17
30 30
39
25
23
95 92
83 80
60
34
24
Havells
Polycab
Finolex
Anchor
V-Guard
RRkabel
KEI
TOM SONT AIDED TOTAL

12. Polycab – New Brand Architecture formation – New Business
Level-1: Mother Brand – Corporate Branding
Level-2: Category Brand - Consumer Facing
12
Level-2: Category Brand - Consumer Facing
Level 3: Trade/Product Brand
Level-1: Mother Brand – Corporate Branding

13. Businesses supported – A new stimulus for B2C businesses
Switches Switchgears
Fans Lighting Appliances
Conduits
Wires & Cables

14. Fans Launch
• 360 Degree branding carried out within a very short span of time
• Development of a solid and coherent brand promise of “Refreshing Your Life”.
• Development of pack designs for all types of fans in sync with the brand.
• Developing marketing collaterals like two types of brochures/catalogues, banners, standees,
posters and inshop branding in multiple markets.
• Awareness generating Hoarding communication across multiple states
• Helped reach 0 to 110 Crs in 2 years

15. Lighting Launch
• Lighting launched in Southern States & Maharashtra
• Developed the brand promise of “Brightening Your Life”.
• Developing marketing collaterals like – Price List / trade brochures, banners, standees, posters,
danglers, buntings.
• Did radio and Outdoor for lighting
• Helped reach 0 to 75 crs in 2 years

16. Levana & Polyshield launch
Grand launches of Levana and Polyshield across 9 states.
Levana – The premium range of switches was inspired by the Greek Goddess of new borns.
The stunning range compliments the stunning youthful looks of the brand.
Another strong brand got its identity – Polyshield.
With the promise of ultimate quality and reliability, and the shield of POWER OF 10, the brands have got a
firm foothold.

17. Activations

18. Durga Pooja - Madox Square park
“branding & activations”..
Lalbaug Cha Raja - Branding
ATL innovations
Neons – Mum, Pune, Tirupati
Onam

19. A totally new website – Refreshed and maintained daily
Unique visitors per month: 15000.
Bounce rate: 30%.
Facebook Fans - 55914
Twitter followers - 1148
LinkedIn - 5414

20. Exhibitions – Key Milestones
9/4/2019
20
–Elecrama
–Kisan Expo
–Constro 2014
–CREDAI Solhapur/Indore
–Krishi Darshan
–HITEX
–Light India Exhibition
–Acetech Mum, Del, Ahm
–Gujcon
International Domestic
–Ghana Summit
–Middle East Exhibition
–Energy Iraq
–Peru Energia
–Hannover Messe
We have participated in 100 + exhibitions over all these years.

21. Street furniture and other BTL activities
GSB/nonlit
2.44 lac
Sqft
Wall painting
11 lac Sqft
Inshop 96K
Sqft
Electrician
meets 27K
Electrician
Rallys 34K Retailer
meets 16K
Eng/Dept
meets 8.4K

22. Bandhan Program
•The need: To move from channel hostage to influencer
preference
•The solution: A scratch sticker, point based loyalty
program delivered through on pack communication.
Driven through proprietary backend network and
enhanced live and dynamic tracking system for effective
monitoring at every level.
•Number of members : 2.5 lacs
New Initiatives:
• Missed Call alert
•90% redemption is mobile talktime
•Mobile app for the program
•Multi lingual call centre
•Program for Levana Switch & shop boys of fans
New Innovation: First in the industry shop
boy program for fans BU
Bringing Digital world to Bandhan
Bandhan Program today is the fastest
growing program in the industry.

23. Retail Display Scheme (ROI)
•To ensure shelf space on the retail counters in our
weak markets, we came up with a retail display
scheme in the East region.
•Our sales and marcom executives go from retail
store to store to tell the retailers about the scheme
and ensure enrolment into the plan
•A 45 day scheme and has seen brilliant enrolment
in the Eastern region
•Implemented in 12 states
Bringing FMCG best practices into Electrical industry

24. Exploring New Medium
•Innovative magnetic
POP that drives
eyeballs.
•A first in the fans
industry again! An
extremely cost
effective display for
fans called as a Lama.
Hoarding Innovation
Gantry Innovation
3D posters

25. Polycab Carnival
Arches
Insurance Scheme launched for 50000
electricians & 2000 sales men.
Gate arch

26. Levana and Polyshield Launches
Kumbh Mela activity
Chilled water
served under
Polycab canopy
Rath Yatra Activity
OOH

27. CSR
Beach cleaning
Say “NO” to plastic bags
Sweet Distribution in
orphanage

28. Pioneered Shop-In-Shop
Implemented 90 SIS modules across the country

29. Audio Visuals
• Apart from all TVCs we made the following Audio Visuals
– Polycab Corporate AV
– Jakaria CSR AV
– House Wire AV
– Bandhan AV (5 languages)

30. Summarising Marcom footprint!
Successful TVCs
POP innovation
Digital
Loyalty
Program
New
communication
platform
Street
Furniture
Shop – In –
Shop
Consumer
friendly inshop
claims
Brand
architecture
New identity
I’m happy to see that a
successful initial boost
has been given, for an
exciting brand journey.
The team I have
worked with has been
immensely good, able
and competitive and
the results are for all to
see.

31. So finally!
LOCAL
GLOBAL
CONSUMERINDUSTRIAL
Journey to
continue

32. Best wishes to brand Polycab!