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Mumbai 10th October, 2018: SYSKA Wires launches their new TVC ‘SYSKA... Wire less nahin...Wire more!’ starring celebrity brand ambassador Mr. Amitabh Bachchan to unveil their new product. The first ad will be launched starting 10th October 2018 on television screens and cinema halls. The campaign seeks to highlight the unique features of the innovative product line introduced by SYSKA in the Indian market that will redefine the category of Wires. This communication will also roll out on other GEC and news channels shortly. SYSKA launched the teaser on wires and cables in the month of July 2018

Featuring an ad film conceived by IBD India, the campaign seeks to bring awareness in the otherwise traditionally low involvement category with respect to consumers where purchase decisions are done more by rote than anything else. Through this innovative ad, SYSKA Wires urges consumers to break the monotony of old habits and demand more from the product which is trustworthy and adaptive with the modern technology. It inspires the consumers to directly engage themselves in the decision-making process when it comes to purchasing by asking for the new SYSKA Wires. This thought came together in the slogan: SYSKA... Wire less nahin...Wire more.

Commenting on the launch of the new TVC, Mr. Amit Sethiya, Chief Marketing Officer, SYSKA Group said, “SYSKA has been established as a leading brand which is innovative and trustworthy. While there are many brands in the wires segment available in the market, there is little or no product differentiation amongst them and hence we planned to enter this segment. SYSKA wires are exclusively ROHS3 complaint – the best in class feature which ensures more safety when it comes to containing 4 additional hazardous elements within the permissible limits in the product as per the directive of EU Commission. The TVC “Wire less nahin...Wire more” showcases Amitabh Bachchan's persona as a suave, technologically savvy person who understands modern technology and highlights the need to safeguard it with SYSKA Wires. We are confident that this TVC will powerfully connect with our consumers, emphasizing the two unique value propositions of SYSKA Wires – Fire-proofing and Power Saving.”

While wires as a category is not as highly involved as LED lights or personal grooming accessories, SYSKA identified that a consumer acknowledges the need for fire-proofing and the impact of wires on power consumption. As industry leaders, SYSKA realized that one of the key needs from the category is to make consumers aware of the need to use trustworthy brand that will take care of their basic needs. The ad also tries to emphasize the two key benefits and specific features of SYSKA wires that are fire-proofing (advanced PVC) and power-saving (more than 99.95% pure copper).

Under this segment, SYSKA will introduce Flame Retardant (FR) and Flame-Retardant Low Smoke (FRLS) wires from size 0.75sq.mm. to 6.0 sq.mm. in 90,180 and 300 meters coil length. The wires will be Eco-friendly (Lead and Halogen Gas free), RoHS Compliant, Indo-European Technology for shock resistance and uniform power supply, more than 99.95% bare copper conductor, Energy saving, High heat resistance, high current carrying capacity, Anti-termite and anti-rodent


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