Aditya Birla Group’s Ultravolt Wires & Cables has launched its first brand campaign, “Power, Ek Zimmedari”, with Shah Rukh Khan as its face. The attempt: move wires and cables from a low-involvement commodity into a home-safety conversation.
A category reframe, not a spec sheet
The campaign rests on the idea that wires are the “unseen lifeline of a home”, as Ultravolt puts it. Rather than leading with technical detail, the brand is selling safety, reliability and a home’s capacity to handle increasing power loads.
Ultravolt Business Director Dilip Gaur framed the change this way: “Every wire carries more than power; it carries a responsibility.” The job, he said, is to protect the home, support evolving needs and perform reliably over years.
What’s in the campaign
The launch film builds on the thought that power comes with responsibility toward a home and its occupants. Two additional films are planned:
- A hero-villain double role for Shah Rukh Khan that highlights short-circuit protection and electrical safety.
- A “superstar amongst wires” film that claims up to 90% higher electrical load than conventional wires, aimed at modern homes’ growing power requirements.
Ogilvy has conceptualised and created the communication, while Interbrand developed the brand identity. The campaign will roll out nationally on television, digital and social media in multiple regional languages.
Trade visibility is the second half
Ultravolt is pairing the film with ground-level visibility across more than 6,000 touchpoints in key electrical markets. It is also engaging retailers and electricians and will activate at high-footfall Ganpati and Durga Puja pandals.
CEO Sriram Rangarajan said the goal is to bring wires and cables into the consumer conversation. Shah Rukh Khan, he noted, brings the “warmth, credibility and trust” the brand wanted.
Why it matters for marketers
Wires are a classic hidden purchase: buyers often leave the choice to a contractor or electrician. Ultravolt is trying to create a reason for consumers to ask for the brand by name. The logic is worth studying:
- Make the hidden product visible with a familiar, trusted face.
- Anchor a functional claim to a clear emotional benefit: home safety.
- Use retail and trade touchpoints to close the sale after the ad builds awareness.
The test will be whether the 90% load claim and the safety story can be explained at the counter as convincingly as they are shown on screen. If Ultravolt holds that line across regional films and festive activations, it could turn an overlooked purchase into a brand-led choice.
What to watch next
The two additional films will test whether Ultravolt can sustain the safety story beyond the launch. The hero-villain device gives the brand a distinct creative asset for electrical-safety messaging, while regional-language versions and festive activations will show how well the idea travels beyond a single film.
Source: MediaNews4U
