Q] What was the idea behind the ‘No Stress Finolex’ campaign and how did the conceptualisation of it happen?
We introduced the ‘No Stress Finolex’ campaign around three years ago, and have re-launched a campaign with the same tagline. The campaign was built on a simple yet powerful insight— in the aftermath of the pandemic, consumers sought reliability and peace of mind when it came to products, whether it is wiring, lighting, or any smart home solutions. They don’t want to worry about safety, efficiency, or performance. In Finolex, our goal was to reinforce the idea that with Finolex, they don’t have to worry about anything. So, the conceptualisation process involved identifying everyday scenarios where electrical products play a crucial role but are often overlooked. We wanted to take these moments and turn them into engaging, humorous narratives that highlight the superior quality and stress-free experience that our products provide. Basically, the campaign underlined how Finolex seamlessly integrated into modern living, making homes more functional and inviting.
Q] What has the target audience of these campaigns been and how have the consumers reacted to it?
The campaign was designed to appeal to a broad audience, including the homeowners, builders, electricians and even young professionals setting up their first homes. In the past, people typically bought homes around the age of 40, 45, or even 50. Today, it’s not uncommon for someone as young as 24 or 25 to purchase their own home. So, we are targeting the young professionals also. The humour-driven and nostalgic theme resonated well across demographics, especially with families and decision-makers who prioritise safety and quality in home products. The reception was overwhelmingly positive, with audiences appreciating the fresh approach to electrical product advertising. Engagement metrics on digital platforms reflected increased conversation around the brand. There was a significant rise in product inquiries and interest following the campaign launch. In fact, our website even crashed after the launch, prompting the need for a complete revamp.
Q] What is the marketing mix of the brand and who takes the lion’s share?
Earlier, we used to focus solely on TV and invested heavily in that medium. However, our current marketing mix now combines both traditional and digital channels to ensure we reach consumers wherever they are. However, Television continues to be a dominant platform from a brand storytelling perspective. We are there on all the big impact properties across all the channels. While digital platforms are critical for engagement and performance driven marketing, OOH helps us maintain strong visibility in key markets, and print is leveraged for credibility and depth in messaging. So, while television and Digital still take the lion’s share, influencer collaboration and experiential marketing are gaining traction as we evolve our approach to consumer engagement.
Q] What went behind choosing Kartik Aaryan and Kiara Advani as the brand ambassadors and have you seen the brand recall change?
Finolex being a 70-year old brand, we have seen a disconnect between the young generation and our brand. There was a perception that the brand was primarily used by our grandfathers, and we aimed to shift this perception in the market. We hired Kartik and Kiara because of the couple’s popularity three years ago, a result of their performance in Bhool Bhulaiyaa 2. Them being unmarried at the time also connected well with the Gen Z or millennials. And we have seen an uptick in the image of the brand, the aura of the brand has changed. Now, we can see a good connect between the Gen Z and our brand.
Q] What emerging trends in your sector excites you the most and how is Finolex positioning itself to capitalise on these trends?
We have launched so many products in the last two years but the emerging trend that excites me most is the rise of smart home solutions; energy efficiency and sustainable materials. What happened now to the fan industry is that it has been completely shifted from the conventional fans to the star rating fans and BLDC fans. Consumers today expect electrical products to go beyond basic. To meet this demand, we have launched multiple new products with smart automation. We offer intelligent products, energy saving products and eco-friendly solutions to our customers.
Q] Humour is gaining popularity in marketing, and your campaigns use it well. How do you see its role evolving, and what’s the key to using it effectively?
Our ads have always carried a legacy of humour. I still vividly remember when we launched our ‘fan ads’ around 7–8 years ago — there was an astronaut, Ramu Kaka, and the unforgettable ‘Achaar Khatam’. So, that ad was very hit, it was like the ‘Sholay’ of commercial ads. All the headlines, all the taglines and the music was a hit. So yes, humour is a powerful tool in marketing, but only when done right, it creates an emotional connection, makes a brand more memorable, and enhances relatability. However, it has to align with the brand’s core value and audience expectation. For Finolex, humour wasn’t used just for the sake of entertainment. It was a way to simplify complex product benefits in a way that sticks with the consumers. In the Fino Ultra Wires and LED ads, humour served as an entry point to highlight the reliability and superior performance of our product. So, basically the key is to strike the right balance, ensuring that humour compliments the messaging, rather than overshadowing it.
PROFILE
Amit Mathur is the President Sales & Marketing at Finolex Cables. He is a high impact leader and a brand strategist, who improves processes and develops top performing teams. Throughout his journey he has taken up multiple challenges that have allowed him to be more analytical at work. At Finolex Cables Limited, Amit is responsible for new product development, strategic marketing & communication along with driving channel marketing & thought leadership programs. His recent initiative of establishing a new Distribution Network at Finolex has been a huge success and is paying off well for the organization. Amit has over two decades of expertise working with notable electrical product manufacturers such as Havells, Bajaj Electrical, and Usha International.
ABOUT THE BRAND
Finolex Cables is among India’s leading electrical and telecommunication cable companies. It is rapidly transforming from a manufacturer of wires and cables into an electrical products company, by expanding its product portfolio to market products like lighting, water heaters, fans, switches, switchgear, and electrical conduits. Recognising the undeniable benefits associated with large volumes, Finolex Cables has enhanced its capacities at its state-of-the-art manufacturing facilities spread across Goa, Maharashtra & Uttarakhand. To give flexibility to its supply chain, the company has established a network of 600 distributors, 4000 Channel partners & over 1,50,000 retailers, all connected by an effective SAP system. A modest journey that began in 1958 has spanned a course of six eventful decades.
Facts
Creative & Digital agency: Enormous
PR agency: Dentsu Creative
