CreativeMud has been appointed as the creative agency for Orbit Wire & Cable, winning the mandate through a multi-agency pitch process.
Under the mandate, CreativeMud will oversee brand strategy and creative development for Orbit Wire & Cable, with the scope covering an integrated communication approach across platforms. The core focus will be on strengthening the brand’s articulation in a category where messaging often gets overshadowed by technical, product-led communication.
According to the agency, its winning pitch centred on simplifying how the category communicates, aligning brand messaging more closely with shifting consumer expectations. The proposal pushed for a clearer narrative framework for Orbit, backed by insight-led creative thinking rather than purely functional messaging.
Given that differentiation in the wires and cables segment is largely technical, communication clarity becomes a key lever for market positioning. Orbit Wire & Cable is looking to streamline its messaging while ensuring consistency across all consumer touchpoints.
Anoop Dass, CEO, CreativeMud, said that in categories driven by functional attributes, communication needs to bring clarity without oversimplifying the product itself. He added that the focus would be on building a structured narrative that stays consistent across channels while remaining relevant to different audience segments.
Rajib Pattanaik, head of marketing, Orbit Wire & Cable, said that as the category grows more competitive, there is a growing need to present information in a way that is both accessible and credible, aligning communication with how today’s audiences evaluate and engage with brands.
