The campaign opens with a brand film featuring a Cellecor TV and expands into a wider festive programme across mass media, digital, regional content, influencers and on-ground activations. Consumer electronics brand Cellecor Gadgets has unveiled the first phase of its festive campaign, ‘Gali Gali Cellecor’, with a brand film aimed at showcasing the brand’s growing presence across Indian markets.
The film follows a couple travelling home in a Cellecor-branded auto-rickshaw with a newly purchased Cellecor TV. At their destination, the television is joined by other products from the brand, including a washing machine, refrigerator and air fryer. The film marks the beginning of a larger integrated campaign, with city-specific activations planned in the coming weeks. The campaign will run across mass media, digital and regional content, while also using influencers and on-ground initiatives to build engagement. Cellecor is approaching its 10-year milestone and currently has more than 600 SKUs and nearly one lakh retail touchpoints across India. The brand is targeting 5,000 distributors and five lakh retail touchpoints by 2028, alongside a revenue target of Rs 5,000 crore by 2030.
Jubin Rawal, Chief Marketing Officer, Cellecor Gadgets, said, “#GaliGaliCellecor is our ambition to take the brand deeper into the heart of India. As we approach a decade, we want to strengthen our presence in Tier 2, Tier 3 and emerging markets, where aspirations are rising and consumers are looking for brands they can trust and relate to. That’s why we’ve built ‘Gali Gali Cellecor’ as a larger integrated campaign, bringing together mass media, digital, regional content, influencers and on-ground activations like the experiential truck, ‘Kitchen Champions’ and its ‘Gali vs Gali’ contest. We’re also making the campaign truly local through instrumentalists and vocalists who are interpreting the tune and jingle in their own styles and languages. We want consumers to make the campaign their own by bringing their unique expression into the story we’re creating, because the festive season is just the beginning. We are building a brand that is present where India lives, celebrates and aspires, and we will use this momentum to drive our next phase of growth.”
The campaign is backed by Cellecor’s distribution network across markets including Leh-Ladakh, the Andaman & Nicobar Islands, Mizoram and Sasaram in Bihar. The brand film has been created by Abstract Films, which also composed the campaign jingle.
Maxen Chakalakal, Producer, Abstract Films, said, “We’re excited to collaborate with Cellecor on a platform built to last for years to come. We wanted to give the brand a sound and a look it could carry across every market it enters, something that feels equally at home in a metro and a small town. That’s the creative thread running through the film and the jingle, and we’re proud of where it’s landed.”
