Consumer electronics brand Cellecor Gadgets has unveiled the first brand film for its festive campaign, ‘Gali Gali Cellecor’, positioning the brand around everyday household aspirations and deeper penetration into emerging markets.
A festive campaign built for local relevance
The film follows a couple travelling home in a Cellecor-branded auto-rickshaw carrying a new Cellecor TV, before arriving at a home equipped with the brand’s washing machine, refrigerator and air fryer.
This marks the first phase of an integrated campaign spanning mass media, digital, regional content, influencers and on-ground activations. City-specific initiatives are planned in the coming weeks, including the experiential truck, ‘Kitchen Champions’ and the ‘Gali vs Gali’ contest.
From visibility to distribution scale
The strategy comes as Cellecor approaches its 10-year milestone. The company currently offers 600+ SKUs across nearly 1 lakh retail touchpoints in India. It aims to reach 5,000 distributors and 5 lakh retail touchpoints by 2028, while targeting Rs 5,000 crore in revenue by 2030.
Chief marketing officer Jubin Rawal said, the campaign is designed to strengthen Cellecor’s relevance across Tier 2, Tier 3 and emerging markets, with local musicians also adapting the campaign tune and jingle across languages.
The Last Word
For challenger electronics brands, the next phase of growth may depend less on national awareness alone and more on building local familiarity alongside distribution scale.