'Tale of the Tiger' speaks directly to the Southern market, weaving tradition into its storytelling. At its heart is Puliyattam, a vibrant folk art performed during festivals, creating a culturally rich backdrop for the message.
The campaign draws on the insight that even functional benefits—like fire-proof wires—become more impactful when told through relatable, topical narratives. By blending tradition with innovation, the ad transforms a safety feature into a compelling story that feels both authentic and memorable.