Halcyon Media, a content and communication agency co-founded by Harish Shaktawat and Jyotshna Kalita, has conceptualized and created a TVC to flag off CyberPower’s maiden campaign in India. 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.
Commenting on the premise behind the TVC, Jyotshna Kalita, Managing Director and Creative Head of Halcyon says, “Power does not simply mean energy created through machines. Power is about the human ability to create life, to create relationships, to create growth and prosperity. And, in all of this, artificially generated power plays a pivotal role. The vision of the communication is that of a world where both types of ‘power’ will never cease to exist.”
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.
“The need for power (energy) is infinite, the sources, finite. This is where CyberPower comes into the picture. As a brand we are not worried about the immediate response as our products are of superior quality. Hence, we wanted a conceptual communication.” Michal Ho, President, CyberPower Systems said about the campaign.
Arun Ghosh, MD, CyberPower India says, “The target audience of CyberPower is a mix of B to C and B to B consumers. We hope we can reach out to both types of consumers through this TVC. We have plans to follow this up with engagement on digital and social media.”
The campaign has just been released across 11 channels PAN India, in 9 different languages including English and Hindi.
