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KEI Industries associates with 26 television channels to strengthen brand leadership across the country

New Delhi, September 20, 2019: The country’s leading wire and cable manufacturer, KEI Industries Ltd today announced its strategic association with 26 leading channels to brace its brand leadership. Considering the festive season sentiments and cultural diversity of the country, the company has decided to make its presence at every television space be it news, movies, prime time soaps, comedy shows or reality shows.

All set to awe the television audience with its series of highly entertaining and rib-tickling TV spots, the company aims to spread the word around the importance of using good quality wires with their campaign, ‘Har Tension Sahe Chalti Rahe’.

The association spread to the 26 channels are - NDTV India, Zee News, ABP News, News24, Dilli Aajtak, Aajtak, India Today, Sun TV, Asianet News, Polimer News, Puthiya Thalaimurai, Vijay TV, Kappa TV, Asianet, Manorama News, Mathrubhumi TV, Asianet Movies, Zee Marathi, Fakt Marathi, Sab TV, News Live, IS TV Network, LPS, Pratidin TV, Zee Bangla, ABP Ananda and 24 Ghanta.

Adding more regional essence to it, the company will air its campaign on prominent shows such as Tarak Mehta Ka Oolta Chasma, Didi No1, Dadagiri by Saurav Ganguly, Mrs Mukhyamantri, K-13, Chala Hawa Yeu Dya, etc.

Speaking on the partnership, Mr Anil Gupta, Chairman cum Managing Director, KEI Industries Ltd said, “The associations represent a vital step forward for us as we continue to explore opportunities to expand our offerings globally. We continue to deepen our engagement with our channel partners to realize our shared goal of serving end-users efficiently and effectively. We successfully raised our pitch in brand promotion through various communication channels. These partnerships are a gateway for us to experience and build a whole new customer segment as these channels give us the perfect opportunity to on-board new set of loyalists for our company.”

About the AD

The new ad film highlights the unique features and benefits of KEI’s Homecab. Through its engaging narrative it captures interesting moments of an individual’s life showcasing how life would have been easier if KEI’s wires were used instead. The ad campaign targets the informed consumers of today who are synonymous with safety and opt for wires which are energy efficient and ensure better reliability. The advertisement builds on a life event of a lawyer who is being ignorant of the choice of wires used for the installation of his air conditioner. Due to defective wiring, the air conditioner gets fused thereby inviting further trouble in this life.



The ad campaign will be run across national and regional channels during News programs, Entertainment programs, and Movie channels both in major prime time shows and regular day time programs.

The company has a significant PAN-India presence in the retail division and has achieved phenomenal progress in this segment over the past few years. They have increased their distribution strength to 1450 channel partners from 1284 in the previous year and the retail sales have grown to almost 43%. The company offers three wires under the house wires segment namely; Homecab-FR, Conflame-FRLS and Banfire-ZHFR.

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