APAR Industries, one of India’s leading manufacturers of conductors, transmission cables and speciality wires, has launched its latest television commercial, featuring its long term brand ambassador, Sonu Sood reinforcing its role in powering the nation’s most critical infrastructure — and bringing that same engineering excellence into Indian homes.
The new TVC showcases APAR’s presence in some of India’s most iconic and technologically advanced assets, including the Vande Bharat Express, INS Vikrant and strategic defence applications such as torpedoes, and more. These high-stakes deployment underlines the trust placed in APAR cables when safety, precision and reliability are non-negotiable. What sets this campaign apart is its central message: the technology that safeguards India’s borders now safeguards Indian homes too. From national defence and hi-performance infrastructure to residential living, APAR’s engineering remains consistent in its quality, performance and safety standards. The message is eloquently and emphatically conveyed by Sonu Sood.
Extending this promise to households across the country, APAR’s light-duty cable and wire portfolio — APAR Anushakti, Shakti, Fireprotekt, and its newly launched green wires — delivers nation-grade safety and reliability for everyday use. Backed by the widest range of speciality cable solutions in India, APAR demonstrates how expertise built for mission-critical applications translates seamlessly into superior residential safety.
Commenting on the campaign, Chandrashekhar Shrotri, CEO, APAR Cables Solutions, said, “At APAR, we have always believed that the same engineering rigour that powers India’s most critical infrastructure should be accessible to every Indian home. This campaign embodies our commitment to nation-building — whether it’s through enabling defence readiness, connecting cities via high-speed rail, or ensuring the safety of families in their homes. We are proud to be Desh Ka Taar, powering India’s progress at every scale.”
Speaking about the campaign, Gaurangi Desai Mehra, Director – Marketing & Communications, APAR Industries, said, “APAR cables operate in environments where failure is not an option — from India’s fastest trains to its most advanced naval carrier and defence systems. What makes this story powerful is that the same engineering now protects Indian homes. This film reflects the trust the nation places in APAR, at every level.”
Shailja Chopra, General Manager – Marketing, APAR Industries, added, “This campaign is a celebration of Make in India in its truest sense — showcasing how world-class, homegrown technology is enabling national missions while ensuring safety and reliability inside Indian homes.”
Rolled out across television and digital platforms, the campaign reinforces APAR’s identity as APAR Desh Ka Taar — a brand that connects and protects India, from its frontlines to its living rooms.
