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From being a brand known for its cables to becoming a trusted household name in the consumer electricals space, Polycab has undergone a quiet but powerful transformation over the past few years. Their latest digital campaign - featuring the unlikely but internet favourite duo of Bollywood director, producer and choreographer Farah Khan and her cook, Dilip - indicates that the brand is now leaning into this shift with bold storytelling and sharper consumer insight.
Leading the ropes of this approach is Shwetal Basu, Senior VP, Brand and Marketing Head at Polycab, who believes in the power of creativity backed by clarity. Speaking about the new campaign introducing the ‘Super ROI fans’, Basu shares how humour can fuel brand relevance and why digital-first thinking is now baked into their marketing DNA.
Tapping Into What ‘Value’ Really Means Today
In an age where consumers are spoilt for choice, standing out often requires going beyond product specs. Polycab’s new Super ROI campaign does that by redefining what return on investment means in the world of ceiling fans.
“We observed that consumers today are looking for value beyond price; they want high performance, energy efficiency, and elegant design in one product,” Basu says. “Recognising this shift, we introduced the concept of ‘Super ROI’ - a holistic take on superior value that stands for Return on Performance, Technology, and Product. It is more than a marketing line; it was a promise of a full-spectrum value proposition.”
To make that promise memorable, the brand took a bold creative call by pairing Farah Khan’s signature wit with a playful narrative involving her cook, Dilip. “We leaned into storytelling with a twist. Farah’s authentic, humorous style helped us land a complex message in a way that was both memorable and massively relatable,” she adds.
Humour With Purpose
For a category that can often lean heavily on technical information, humour might seem like a risky play. But Basu believes it’s exactly what helps cut through the clutter, provided it’s built on real insights. “Humour is a powerful tool, but only when it's rooted in real insight and supports the brand story. Consumer electricals can often be a functionally led category, but that doesn’t mean communication has to be dry,” she explains. “Farah and Dilip’s exchanges are playful, but every line is rooted in a core product message - whether it’s about air delivery, energy savings, warranty, or design”, she further adds.
This clear focus on the message ensured that even across formats - from reels and influencer posts to digital ads - the campaign stayed cohesive. “The same tone and message were adapted to short-form videos, social posts, influencer content, and product-led storytelling, ensuring the brand remained front and centre throughout the consumer journey,” she adds.
Built For Digital, Made For Everyone
What sets this campaign apart is its ‘digital-first’ mindset. According to Basu, for Polycab, digital is not an afterthought - it’s the launchpad. “Digital is not just an amplifier, it’s our primary playground,” explains Basu, further adding, “Campaigns like Super ROI are built with digital in mind first. Platforms like Instagram and YouTube Shorts offer incredible reach and engagement.”
Interestingly, it’s not just metros where this content is finding traction. “We’ve seen higher ROI from snackable content formats, especially in Tier 2/3 cities where mobile is the first screen. The mix of celebrity content, influencers, and educational series like Polycab Smart Connect keeps us top-of-mind across consumer touchpoints,” she notes.
From Wires To Homes
Polycab’s larger transformation - from a B2B cable giant to a consumer-first FMEG brand - hasn’t happened overnight. It’s been built on multiple strategic pivots. “Polycab’s transition from a B2B-led cables brand to a B2C household name in FMEG has been a thoughtful, deliberate journey,” Basu reflects. “We backed this shift with significant investment in manufacturing capacity, such as our state-of-the-art fan plant in Gujarat that can produce 9 million units annually”, she further elaborates.
But it wasn’t just about ramping up production. The brand also began communicating in a way that spoke to everyday users, not just trade audiences. “Instead of just focusing on technical specs, we began telling stories that connect emotionally, while still highlighting the performance advantage”, says Basu.
Designing For The Aspirational Indian
As Indian consumers become more style- and sustainability-conscious, Polycab is adapting both its design sensibilities and brand narrative. “Today’s consumer is far more informed and aspirational. They don’t want to compromise, they want products that look good, work efficiently, and save on energy bills,” Basu shares.
She points out that the new Super ROI fans are powered by BLDC motors, consume up to 50% less energy, and come in over 30 colour variants to match modern interiors. She adds, “By introducing the Super ROI framework, we’re redefining value for the modern buyer, making it clear that our fans are a smart investment for long-term comfort and savings.”
What’s Next?
As the brand looks ahead to 2025, Basu hints at more campaigns that blur the line between utility and emotion. “We’re committed to building a future-facing brand, and 2025 will see bolder, insight-led campaigns across categories. Whether it's a new water heater line or smart lighting, we aim to make the buying decision easier, more informed, and emotionally rewarding for the consumer”, she shares.
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