Speaking exclusively to IndianMediaBook, Jyotshna Kalita, Managing Director & Creative Head, Halcyon Media, said, “The idea behind the campaign is to create a communication that reflects CyberPower System’s brand philosophy to announce the Brand’s entry in India. Avoid being projected as a UPS company as the brand’s offerings span beyond UPS, includes power management and distribution solutions as well.”
The TVC tells the story of power at multiple levels of human existence by combining a powerful narration with high EQ visuals.
It juxtaposes the larger than life with everyday reality, the micro and the macro, humanity and technology, thus positioning the brand as a world leader in professional power solutions with a vision to increase the efficiency and longevity of our energy management ecosystem. In the film, the brand’s extensive range of offerings are subtly touched upon, without an in your face product placement, with multiple stories held together by an intense script.
“We had to create an image that communicates two things; CyberPower is a one of the global leaders in professional PowerSolutions and secondly the brand’s vision is to empower people to manage the available power better”, added Kalita.
About the many verticals of products that CyberPower offers: CyberPower is present in many verticals – B2B and B2C including Home and Infrastructure, Transport and Telecom, Hospitals and Renewable energy etc. The TVC communicates all these information in subtle storytelling.
The campaign has just been released across 11 channels PAN India, in 9 different languages including English and Hindi.
“This is our first campaign. All the other countries are looking at India. Digital campaign is targeted at engagement and creating a buzz. As of now we have planned this campaign for three months. The campaign is expected to generate awareness about the brand amongst its TG”, concluded Kalita.
