← All workProject 06 / 06 · Industrial← PrevNext →
Finolex Cables

Two years as the marketing team for Finolex Cables: the brand, two sports sponsorships, Finolex House store launches, a map of 90,000 retailers and the brand’s own online store.

Sector
Industrial
When
Two years, 2018 to 2020
Market
India: Tier 1, 2 and 3 cities, and retail beats across six states
Partners
Kings XI Punjab (IPL 2018) and Jaipur Pink Panthers (Pro Kabaddi League)
Channels
Facebook, Instagram, YouTube, search, the website, the online store, retail and store launches
Our role
The brand’s marketing team, end to end: strategy, brand, content, media, sponsorships, retail launches, trade marketing, lead generation and e-commerce
Our part
Brand strategy & positioningCommunication strategyContent IPs & creator activationCustomer acquisition & dataGo-to-market & research
Where the digital reach came from
All markets: brand ads
16M+
Strong markets: product ads
2M+
Challenging markets: product ads
2M+
New markets: product ads
2M+
Organic
6M+
Planned market by marketYear one, October to March, after the market split · rounded
Where the digital reach came from
WhereReach
All markets: brand ads16M+
Strong markets: product ads2M+
Challenging markets: product ads2M+
New markets: product ads2M+
Organic6M+

The mandate

What we ran

Wire is bought rarely, hidden in a wall and chosen at the counter, so few buyers ask for a brand. Finolex Cables had to be asked for by name, pushed by its retailers, and prove digital could create enquiries, not just reach.

  1. Brand building, always onBrand films for every market, and product messages tuned to markets rated strong, challenging or new, on Facebook, Instagram and YouTube.
  2. Two sports sponsorshipsKings XI Punjab in IPL 2018 and Jaipur Pink Panthers in the Pro Kabaddi League, turned into content fans watched: player films, a safety pledge from the squad and new fans for the brand.
  3. Finolex House, city by cityLaunched Finolex House, the brand’s own exclusive stores, across Tier 1, 2 and 3 cities, starting with the first store in Chennai in November 2018.
  4. A beat map of 90,000 retailersUsed digital to map a network of 90,000 retailers across six states, down to PIN-code level, then marketed to them directly, beat by beat.
  5. Leads for offline salesCampaigns for end users, for dealers and distributors, and for store visits, built to send buyers to the counters that sell the brand.
  6. An online store, from idea to launchIdeated the brand’s own online store, took it live and sent shoppers to it from our campaigns.

The big campaigns

IPL 2018 · Kings XI Punjab

#Queens11

Kings XI Punjab players, KL Rahul and Mohit Sharma among them, on the queens who inspired them, starting with their mothers. Alongside it ran Shapath Safety Ki, a safety pledge from Yuvraj Singh, Chris Gayle and R. Ashwin.

1M+reach
317K+video views
72K+engagements
36K+fans acquired
Video series · Facebook and YouTube

Electrogyaan

The World of Electrogyaan: hosts Latka Rani and Jhatka Rani with quick tips for a safer house and better choices when buying wire.

11M+reach and impressions
8M+engagements
766K+30-second views on Facebook
What changed
28M+people reached on digital in six months of year one
5M+video views from the target audience, same six months
90K+retailers mapped across six states, down to PIN code
Liveonline store for the brand, ideated and launched
Next project · 01 / 06Close Enough
to Get AwayHong Kong Tourism Board · Creator campaign · 2026Read the case Hong Kong Island and Victoria Harbour from the Peak
Want proof like this
for your brand?
Studio14:36Mumbai, India · local time
Contactraghav@theworkinprogress.coStart a project
SectorsTravelLuxuryE-commerceIndustrial
The Work in Progress Co. © 2026 The Work in Progress Co. · Strategy that ships.