Polycab Uses Culture-First to Fulfil Its Brand Purpose

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News Desk, News Nation 360: Polycab India Limited, India’s leading wires and cables manufacturer, has joined hands with prominent Kolkata radio personality and digital creator RJ Praveen for a Durga Puja campaign that celebrates the artistry of traditional idol makers. Honouring the brand promise of building “India’s Safe, Happy Connection,” the effort saw Polycab revamp the workshop of late sculptor Bablu Pal in Kumartuli, stepping in to help the sculptor’s wife, Polly Pal, meet demanding pre-festive production schedules as she takes over the family business. An overnight intervention saw the team installing Polycab Green Wires, modern switchgear, LED strip lights, ventilators, and modular switches to the venue, doing away with any electrical hazards to create an energy-efficient, well-lit workspace for the artisans; contextualising the outreach, Senior Vice President – Brand & Marcom Shwetal Basu noted that festive brand sponsorships now go beyond the run-of-the-mill to offer much-needed infrastructure support to the grassroots creative hubs where Bengal’s cultural celebrations are born.

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