Apar Industries has rolled out a campaign, 'Sab Ki Raksha Kare' (Protects everyone), featuring actor Sonu Sood.

Conceptualised by Rediffusion, the campaign comprises a film. In the film Sood portrays the role of an electrician. He compares the work of electricians to that of soldiers on the nation’s borders. Just as soldiers who guard our border day and night, similarly, electricians protect and safeguard our homes from the unseen dangers of electrical faults.

What we think about it: The ad uses emotional storytelling to honour the over-looked role of electricians and reinforce their contribution to the household safety. The film tries to connect with the audience on a emotional level while seamlessly integrating the brand's offerings into the narrative. 

Shashi Amin, CEO- cable solutions, Apar Industries, said, “Apar Anushakti FireProtekt stands as a guardian, providing assurance to every household that their safety is in reliable hands. This is more than just a product – it’s a promise of protection. With our new TVC, we aim to connect with households on a deeper, more emotional level, showing that Apar is not just a cable; it’s a symbol of trust and protection."

Pramod Sharma, national creative director, Rediffusion, said, "Electricians are the lifeline of our country. They safeguard our homes and offices from short circuits and any unexpected dangers. It is time we value their efforts for the country. They are our safety soldiers. The TVC brings this to life this with a powerful narrative, resonating with APAR’s brand essence of unwavering protection. Our line, ‘APAR Desh Ka Tar,’ echoes the responsibility and the role electricians and wires represent."

Alvin Ferrao, vice president, Rediffusion, added, “Wires as such is a low involvement category; probably once in a lifetime purchase. Hence, it is important that the communication is memorable, amplifies the brand proposition and yet resonates emotionally with both, the end consumer and the electrician who is the actual influencer and buyer in most cases. The TVC for APAR Anushakti FireProtekt is designed to evoke the feeling of security that APAR brings to every home. The concept, crafted in collaboration with our client, portrays the quiet, constant protection that is often overlooked but essential in everyday life".