Sonu Sood Salutes Electricians as "Safety Soldiers" in APAR FireProtekt Ad

APAR Industries has launched an impactful new campaign featuring actor and humanitarian Sonu Sood to promote APAR Anushakti FireProtekt, a fire-resistant cable designed to protect households from electrical hazards. Conceptualized by Rediffusion, the ad pays tribute to electricians as unsung heroes, comparing them to soldiers who work tirelessly to safeguard homes and ensure the safety of millions. Through this powerful portrayal, APAR Industries emphasizes the critical yet often overlooked role of electricians in maintaining household safety.

In the TVC (television commercial), Sonu Sood draws a poignant analogy, likening electricians to “soldiers on the nation’s borders.” While soldiers defend the country, electricians protect homes, keeping families safe from potential electrical mishaps. The ad shines a light on their unwavering dedication and their responsibility in safeguarding the nation’s electrical infrastructure.

APAR Anushakti FireProtekt is introduced as a fire-protective solution that enhances home safety standards against electrical risks, aiming to raise awareness around proactive fire prevention. The product’s advanced technology provides households with a layer of reliable fire protection, underlining APAR’s commitment to delivering security and peace of mind.

Shashi Amin, CEO Cable Solutions at APAR Industries, explains, “APAR Anushakti FireProtekt stands as a guardian, assuring every household that their safety is in reliable hands. This is more than just a product—it’s a promise of protection. Our new TVC connects with households on a deeper, emotional level, showing that APAR is not just a cable; it’s a symbol of trust and protection.” Through this campaign, APAR aims to make an emotional impact, establishing its cables as essential components in every household’s safety infrastructure.

Pramod Sharma, National Creative Director at Rediffusion, emphasized the critical role of electricians in society, describing them as “the lifeline of our country.” He explains that electricians work daily to prevent short circuits and unexpected electrical dangers in homes and workplaces. “The TVC brings this to life with a powerful narrative, resonating with APAR’s brand essence of unwavering protection. Our line, ‘APAR Desh Ka Tar,’ echoes the responsibility and role electricians and wires represent,” says Sharma.

Adding to this, Alvin Ferrao, Vice President at Rediffusion, highlights the challenges of promoting products in the low-engagement cable category, which people typically purchase only once or twice in a lifetime. “It’s essential that the communication is memorable and emotionally resonates with both end consumers and electricians, who are often the key decision-makers. The TVC for APAR Anushakti FireProtekt is crafted to evoke a feeling of security and trust,” shares Ferrao. Through this message, APAR wants to assure both consumers and electricians that its cables are a constant shield against potential hazards, often going unnoticed but always vigilant.

The APAR Anushakti FireProtekt campaign is a heartfelt salute to the electricians who keep India’s homes and offices safe. By presenting electricians as “safety soldiers” and illustrating the vital role they play in household security, APAR aims to honor their contributions and raise awareness about the importance of fire-resistant cables in everyday life. With Sonu Sood as the face of this campaign, APAR brings a powerful emotional appeal that resonates with viewers, inspiring them to value the work of electricians and to choose protective solutions for their homes.