Released on: September 29, 2008, 3:37 am

Press Release Author: Fourth Estate

Industry: Marketing

Press Release Summary: KEI Industries Limited has rolled out its first ever TV
commercial to make its presence in the domestic wire segment

Press Release Body: With the tagline "The Power behind the power" KEI Industries
Limited has rolled out its first ever TV commercial to make its presence in the
domestic wire segment. The TVC tells the consumer that KEI Industries Limited which
is from among India’s largest wire & cable manufacturing company, is truly a wires
and cables specialist

This TVC has been conceptualised by Innocean. The commercial aims to strengthen on
the corporate identity of the brand KEI. The TVC shows a small family unit, where
the parents, misunderstanding the curiosity of their five-year old daughter who
wants to know the meaning of the word specialist, enter into an argument in taunting
manner, and later realize that she is asking about specialist wires, which her
electrician uncle wants to know. The film ends on a smile and re-enforces KEI’s as
the specialist in wires and cables.

With the launch of this new TVC, KEI has initiated its multi media brand campaign.
In first lag KEI will focus on Television , Outdoor and print,and then later move to
online etc. For this entire campaign, KEI has allocated Rs. 3-4 crore.

Gaurav Sahi, Head-Corporate Communications, KEI, said “Our distribution is all
geared up and the company plans a good amount of investment on media in the next six
months, with a national presence.”

With the launch of this TVC, KEI is all set to become a significant brand in media
and consumer space.

“The company has consciously built its credentials as the most advanced cable and
wire manufacturer in India over the last 40 years, with leading industrial houses,
electricity boards and real estate developers as its customers.” Mr. Sahi Further
added.

The TVC aims to depict the essence of a modern family, highlighting importance of
quality house wires.


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