RR Kabel has ambitious plans for this year’s festive season: Shreegopal Kabra

RR Kabel Limited, established in 1999, is one of the leading wire and cable manufacturers in India. It recently unveiled its latest TV campaign, #FireSeJyaaadaJaanleva, featuring Akshay Kumar. The campaign conveys the importance of selecting high-quality wires to ensure the safety of homes and families. It further portrays RR Kabel’s current efforts to promote awareness and safety in homes.

The #FireSeJyaaadaJaanleva campaign is in alignment with RR Kabel’s brand proposition, which is “Akalmand Bano Sahi Chuno” (Be Wise, Choose Right). It encourages individuals to make informed choices when it concerns the safety of their homes, underscoring the important role played by wires for ensuring the safety of our homes and not just as an electrical product which is necessary. In the campaign, Akshay Kumar is seen visiting his friend’s house, who has got all smart appliances at home, but encounters smoke from a wire short circuit. He then remarks and suggests that when everything is Smart at home then why not the wire, further introducing RR Kabel’s FireX LS0H-EBXL wires.

Watch the campaign here:

In conversation with Adgully, Shreegopal Kabra, Managing Director, RR Kabel, delves into the concept behind the latest campaign launched, what the tagline stands for, the message it is trying to convey, the reason for collaborating with Akshay Kumar for the campaign. He further discusses the marketing/ media mix strategy of the campaign, the expectations out of it, the trends, challenges, and opportunities in the smart home market in India currently, further speaking about the festive plans of RR Kabel, and more.

What is the concept and core thought behind the new campaign launched by RR Kabel? What does the tagline #FireseJyaadaJaanleva stand for?

RR Kabel’s new campaign, “Smoke is More Lethal than Fire”, highlights a critical yet often overlooked aspect of home safety: the deadly impact of toxic smoke during fires. While the dangers of flames are widely acknowledged, many are unaware that the smoke generated by burning PVC can be even more hazardous, often leading to severe respiratory complications and, tragically, fatalities.

This campaign underscores RR Kabel’s ongoing commitment to safety and innovation across our product range. The tagline #FirseJyaadaJaanleva (meaning ‘More Lethal than Fire’) emphasizes the reality that toxic smoke in a fire can pose a greater threat to life than the fire itself. By shedding light on this underestimated risk, we aim to raise awareness and encourage consumers to make safer choices for their homes.

A key component of this initiative is our FireX LS0H-EBXL wires. Unlike standard PVC wires, which melt and release toxic black smoke at high temperatures, FireX wires are designed to withstand extreme conditions while significantly reducing the emission of harmful gases. These wires do not melt even at high temperatures, directly addressing the critical safety concerns this campaign seeks to highlight.

Through this initiative, we reaffirm our commitment to developing products that not only meet, but exceed industry safety standards, ensuring that our customers and their homes are better protected against the hidden dangers of fires.

What is the message that the campaign is trying to convey?

The central message of RR Kabel’s new campaign is that the wires concealed within our walls are just as vital as the walls themselves, highlighting the critical importance of electrical safety in our homes. The campaign’s TVC focuses on its innovative FIREX LS0H-EBXL (Low Smoke Zero Halogen) wires, drawing attention to a frequently overlooked aspect of fire safety.

While most people are aware of the dangers posed by flames, the campaign seeks to educate the public about an equally lethal threat: the toxic smoke released by conventional PVC wires during a fire. By shedding light on this lesser-known hazard, RR Kabel aims to raise awareness that the thick, black, noxious smoke produced in electrical fires can be even more deadly than the flames themselves.

Ultimately, the campaign strives to bring this crucial safety consideration to the forefront of public consciousness, urging consumers to prioritize the quality and safety features of the wires they choose for their homes.

What made Akshay Kumar the ideal choice for being the brand ambassador of this campaign?

Akshay Kumar’s five-year partnership with RR Kabel has been instrumental in shaping and amplifying the campaign’s fire safety message. His involvement lends substantial credibility and a powerful voice to this critical cause, significantly elevating public awareness. Akshay’s public image aligns perfectly with our brand’s commitment to quality and reliability, making him the ideal choice to lead this safety initiative.

This strategic partnership helps us reach a broad audience and effectively communicate the vital importance of choosing safe, high-quality wiring. As a widely respected and trusted public figure, Akshay’s association is expected to greatly enhance consumer trust and awareness. His role as a brand ambassador not only amplifies our message but also makes it more relatable to consumers.

This collaboration highlights the significance of our safety-focused products and reinforces RR Kabel’s dedication to public welfare. Ultimately, Akshay’s presence serves as a crucial link between brand communication and consumer understanding in the realm of electrical safety.

What is the marketing/ media mix strategy for the campaign and how is RR Kabel planning to leverage social media and AI to promote it and reach newer customers?

The #FireSeJyaadaJaanleva campaign employs a multifaceted marketing strategy, integrating various media channels to maximize its reach and impact across diverse audience segments. At its core, the campaign features a robust digital advertising plan, targeting tech-savvy consumers through social media, search engines, and video streaming platforms. This is complemented by a content marketing initiative, producing informative articles, blog posts, and videos that highlight the critical importance of wire selection and contrast the dangers of toxic smoke from standard PVC wires with the safety benefits of FIREX LS0H-EBXL wires.

To build credibility and increase awareness, the campaign incorporates public relations efforts such as press releases, media interviews, and features in prominent publications. Partnerships with influencers and safety advocates further amplify the message, engaging different audience segments and driving home the importance of electrical safety. Traditional media channels have not been overlooked, with TV commercials and radio spots deployed to reach a broader audience and reinforce the campaign’s message through familiar, trusted platforms.

This comprehensive marketing approach ensures wide-ranging coverage and effective communication of the safety message across multiple touchpoints. By leveraging AI and social media to target newer customers and using traditional media for mass awareness, RR Kabel ensures the campaign resonates with various consumer preferences and media consumption habits.

What are the expectations for this campaign, and to what extent have the marketing objectives been achieved?

The campaign highlights RR Kabel’s commitment to exceeding industry safety standards through their FireX LS0H-EBXL wires, designed to withstand high temperatures without releasing toxic gases. This product exemplifies how RR Kabel’s focus on safety-driven innovation provides practical solutions for consumers, reinforcing the campaign’s core message of enhanced fire safety.

Achievement: The campaign has effectively highlighted the benefits of RR Kabel's FireX LS0H-EBXL wires, including their resistance to high temperatures and reduced emission of harmful gases. This has led to increased consumer interest and several inquiries about the product, demonstrating the campaign’s success in promoting this specific product line.

What are your observations on the current trends, challenges, and opportunities in the smart home market in India, and what does the future hold for this sector?

The smart home market in India is experiencing rapid growth, driven by increasing consumer demand for convenience and luxury. Current trends indicate a rise in the adoption of voice-controlled devices, smart speakers, AI-powered security cameras, and smart locks. This expansion is supported by favorable government regulations for green buildings and improved internet connectivity across the country.

However, the sector faces challenges such as integrating disparate systems, limited functionalities, and the absence of open standards. Additionally, the market remains largely convenience-driven rather than necessity-driven, which could impact long-term adoption rates.

Projections suggest that by 2024, the market will generate €6.0 billion in revenue, with household penetration at 10.7%. By 2028, this is expected to grow to €8.6 billion, with household penetration reaching 22.0%. Mordor Intelligence offers an even more optimistic outlook, predicting the market will reach $14.28 billion by 2029, growing at a CAGR of 30%.

Looking ahead, advancements in AI and machine learning are expected to make smart homes more intuitive, allowing them to learn from residents’ behaviours and automatically adjust the home environment. Future smart homes may autonomously order groceries, suggest recipes, and optimize heating and lighting. These innovations point to a future where smart homes become increasingly integrated into daily life, offering enhanced convenience and efficiency for Indian consumers. (Source: https://www.statista.com/outlook/cmo/smart-home/india#:~:text=Revenue%20in%20the%20Smart%20Home,to%20hit%2022.0%25%20by%202028)

What are the plans of RR Kabel for the festive season this year? What is the marketing budget that has been allocated for the festive season?

RR Kabel has ambitious plans for this year’s festive season, aiming to leverage the increased consumer spending and celebratory atmosphere with a comprehensive marketing strategy. The company’s approach centers on promoting safety and innovation within its product range, particularly highlighting its FireX LS0H-EBXL wires. Their festive marketing strategy encompasses various elements, including on-ground activities with live demo stalls in public spaces and at dealer locations to showcase their safety-focused products. RR Kabel will also launch an enhanced media campaign, blending traditional and digital platforms. This will feature festive-themed TV commercials, radio advertisements, and targeted social media content, complemented by influencer partnerships to expand their reach. In-store promotions and collaborations with retail partners will boost visibility and drive foot traffic.

Additionally, the company plans to engage with communities through educational seminars on fire safety in key markets. While the exact figure isn’t disclosed, RR Kabel has allocated a substantial marketing budget for the festive season, with a significant portion dedicated to TV commercials, digital advertising, and influencer collaborations to ensure maximum impact and effective consumer engagement.

How has the performance of RR Kabel been in H2 2024, and what are its growth projections and expansion plans?

In the second half of 2024, RR Kabel has demonstrated performance that outpaces the market, driven by improving demand and the successful implementation of its safety-focused initiatives. The company has seen notable revenue growth, attributed to the effectiveness of their safety campaigns and product innovations, with their high-quality, safe wiring solutions resonating strongly with consumers. RR Kabel is actively pursuing market expansion, both geographically within India and by exploring international opportunities, while also broadening its product offerings. Continuous investment in research and development aims to introduce new product lines aligned with evolving safety standards and consumer preferences, which is expected to further drive growth.

The company’s efforts to enhance operational efficiency and streamline supply chains have contributed to cost savings and improved margins. Looking ahead to the remainder of 2024, RR Kabel projects continued growth, focusing on scaling operations, enhancing product offerings, and capitalizing on emerging market trends. Their expansion plans include increasing their retail footprint and strengthening distribution networks to support a broader market reach, positioning the company for sustained success in the dynamic electrical products industry.

What is the market share and ad spends of RR Kabel this year?

As of this year, RR Kabel continues to hold a significant position in the Indian cable and wiring market, boasting a considerable market share. The company’s emphasis on safety and quality has been instrumental in solidifying its status as a leading brand in the industry. To further strengthen its market presence, RR Kabel has allocated a substantial budget for advertising and marketing activities. This includes campaigns across various TV news channels, digital platforms, traditional media, and influencer collaborations. The increased ad spend reflects the brand’s commitment to raising awareness about its safety-focused products, educating consumers about their benefits, and expanding its market share. These strategic investments are key to reinforcing RR Kabel’s brand presence and driving long-term growth in an increasingly competitive market.

Also Read: RR Kabel and Akshay Kumar promote FIREX LS0H-EBXL wires for safety