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With an aim to be a customer centric organisation, Finolex Cables’ new positioning builds on ‘Xceeds Xpectations’.
Amit Mathur<\/a>, president – sales and marketing, Finolex Cables shared that according to a research carried by the brand with Nielsen<\/a>, today’s consumers work smart and not hard. “Hence the new positioning is ‘Xceeds Xpectations’, to give a stress free solution to consumers,” Mathur mentioned.
The brand has roped in Aaryan and Advani to ensure its engagement with the youth of India, which is the main objective of the campaign. It showcases the product range of ceiling fans, LED lights along with electric cables and wires in three TVCs featuring the actors.
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Speaking about the earlier campaigns by Finolex, Mathur added that while the positioning and objective may have changed, the brand is continuing the fun and quirky take that it normally uses in its campaigns. “With two young brand ambassadors and two dogs, the campaign won’t just connect but also would bring a smile on our consumers’ faces,” he said.
Mathur also highlighted how the younger generation is the more relevant category for the brand at the moment which further acted as a trigger for the launch of this campaign. “Most of the buying has been done by the young generation as of now and they are the decision makers in the family of their own,” he mentioned.
The brand has found its audience majorly on OTT platform, more focused towards IPL. Hence, Mathur said, the 360 degree campaign is starting out first on Disney+Hotstar. He shared that this is a high decibel campaign that will also be rolled out as television commercials.
“Many of the general entertainment and news channels are on the card. It will also be there on regional channels,” he mentioned.
Speaking about the earlier campaigns by Finolex, Mathur added that while the positioning and objective may have changed, the brand is continuing the fun and quirky take that it normally uses in its campaigns. “With two young brand ambassadors and two dogs, the campaign won’t just connect but also would bring a smile on our consumers’ faces,” he said.
Mathur also highlighted how the younger generation is the more relevant category for the brand at the moment which further acted as a trigger for the launch of this campaign. “Most of the buying has been done by the young generation as of now and they are the decision makers in the family of their own,” he mentioned.
The brand has found its audience majorly on OTT platform, more focused towards IPL. Hence, Mathur said, the 360 degree campaign is starting out first on Disney+Hotstar. He shared that this is a high decibel campaign that will also be rolled out as television commercials.
“Many of the general entertainment and news channels are on the card. It will also be there on regional channels,” he mentioned.