Polycab
Pitch - TBWA
The Ask
At TBWA, we were invited to pitch for Polycab — one of India’s leading wire and cable brands. Known for its scale and performance, Polycab had a clear ambition - Own the narrative around E-Beam technology.
Our Creative Solve
This was more than just a product brief. It was a chance to give shape to something the category hadn’t done before — turn invisible tech into a visible identity. So we created something bold.
The Polycab Man — a character made entirely of E-Beam wires.
We humanized the technology to own E-Beam in a way that’s unforgettable and visually iconic. He embodies everything the tech stands for: strength, insulation, flexibility, safety, and performance. Each body part could represent a specific benefit — turning the character into a moving product demo, and a storytelling device. The Polycab Man isn’t a superhero. He’s a symbol
of quiet power — a being evolved by technology, ready to handle the toughest environments.
This gave the brand an ownable visual asset, a narrative platform, and the opportunity to use him across films, print, retail, digital, and trade. He made the E-Beam story tangible.
The Process
This was a four-round pitch with evolving requirements at each stage — from concept and visual proof to fleshing out applications and scale. Once we locked the Polycab Man idea, we moved quickly into development.
We collaborated with an illustrator to bring him to life — guiding the posture, proportions, wire texture, and the overall futuristic aesthetic. He had to feel technical, but not cold — powerful, but not alien.
This project was a rare mix of concept, design, and storytelling — one where I got to shape a brand asset from the ground up and help build a new face for Polycab.
