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Brand Strategy Marketing

Indian brand Finolex’s celebrity playbook aims to appeal to younger consumers


By Amit Bapna, Editor-at-large

June 6, 2022 | 4 min read

Finolex Cables’ president of sales and marketing Amit Mathur shares the gameplan on how the Indian B2B brand is hoping to strengthen its place in the fast-moving electric goods category.

Finolex Cable's celebrity playbook

Finolex Cables’ campaign features Bollywood stars Kartik Aaryan and Kiara Advani

Finolex Cables, an India-based manufacturer of electrical and telecommunication cables, launched brand campaign ‘No Stress. Finolex’ to announce its refreshed foray into the fast-moving electric goods (FMEG) space. The three-film campaign showcases the diverse product range of ceiling fans and LED lights, along with electric cables and wires.

For the first time the company has also deployed Bollywood actors – Kartik Aaryan and Kiara Advani – to help the brand engage with the younger consumer set, according to the company’s president of sales and marketing Amit Mathur.

The journey from a B2B to B2C company

Finolex Cables was originally founded as a wire manufacturer way back in 1958 and recently expanded its portfolio to include FMEGs such as electric water heaters, fans and LED lights. The aim is to provide total electrical/housing solutions.

Talking about the just-launched brand refresh, Mathur says: “Though known as a wire and cable manufacturer, Finolex Cables has strategically diversified into consumer-facing categories that require a strong brand-building exercise to connect and engage with the end customer.”

The aim is to relate to the smart and conscious youth that is looking for high-performance products combined with stylish design, he adds.

The campaign story: engaging the young audience set

Today’s generation wants to work smart and not hard, and Finolex Cables aims to provide easily-accessible solutions for modern-day problems by offering stylish and dependable products, says Mathur.

The integrated campaign, conceptualized by the indie agency Enormous, focuses on wire, fan and lighting categories as these are high-growth potential segments.

Mathur says: “In each category, the communication focuses on highlighting differentiators that the products offer, eg in the case of wires it is the ‘load-carrying capacity’; for fans it is the ABS blades that give our boomerang fan ‘designer looks and silent operation’; and in lighting the LEDs offer ‘energy-efficient performance with brighter lights.’”

Onboarding Bollywood celebrities for the first time

Mathur believes that the association will help Finolex transit ahead as a brand that delivers stylishly-designed products that are performance-driven – and will also help establish its position as a significant player in the consumer market.

The two celebrities, Bollywood stars Kartik Aaryan and Kiara Advani, were chosen because they embody qualities that the brand possesses. Mathur adds: “They are youthful, enthusiastic, trustworthy, trendy and bold.”

The agency brief

Mathur continues: “The agency was tasked to create a campaign that highlights our new product range while creating a new look and feel for the brand.”

The aim was to reinvigorate the brand image while expanding upon the legacy built over the years, he adds.

The ‘No Stress. Finolex’ campaign has been rolled out with multiple aspects of the brand positioning and product portfolio, and is being played across TV, radio, digital, BTL and out-of-home (OOH) platforms.

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