Sep 04: Consumer electronics brand, Cellecor Gadgets Limited has released the brand film for “Gali Gali Cellecor,” built on the sentiment that has shaped the company since its inception: that good technology shouldn’t have to whisper. The film follows a couple riding home in a Cellecor branded auto-rickshaw with their new Cellecor TV, travelling through their local gali and into a home filled with Cellecor appliances, including a washing machine, refrigerator, and air fryer. Together, these moments bring to life the idea of a complete Cellecor home that is now coming to every gali, making quality, accessible technology a smart choice for Indian consumers. The film is the first reveal in a wider integrated festive campaign, with city-specific activity to follow in the coming weeks. At its heart is Cellecor’s belief that technology should deliver both affordability and a premium experience, reflected in its growing portfolio across smart TVs, appliances, wearables and audio.
The campaign comes as Cellecor approaches its 10-year milestone and looks to take its next big leap, building on the “Make in India for the World” vision that has guided the company’s journey since inception. With over 600 SKUs and close to a lakh retail touchpoints, the brand has built a strong presence across India and is now setting its sights on 5,000 distributors and 5 lakh retail touchpoints by 2028, alongside a ₹5,000 crore revenue ambition by 2030. This ambition to reach more consumers and deepen its presence across India sits at the heart of “Gali Gali Cellecor”, making it both a celebration of how far the brand has come and a statement of where it is headed next.
Speaking on the release of the brand film, Jubin Rawal, Chief Marketing Officer, Cellecor Gadgets Limited, 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.”
Cellecor’s ambition to bring a Cellecor home to every gali is backed by a distribution network that reaches markets such as Leh-Ladakh, the Andaman & Nicobar Islands, Mizoram and Sasaram in Bihar. Built on a distribution-first approach, the brand is taking quality technology deeper into Bharat, with “Gali Gali Cellecor” bringing that ambition to life.
The “Gali Gali Cellecor” campaign film was created by Abstract Films, which also composed the campaign jingle. Speaking on this, 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.”