Hindustan Sanityware & Industries Ltd (Hindware) has appointed Hakuhodo Percept Pvt Ltd to handle its creative duties. The account size is estimated in the region of Rs 15-20 crore. The win comes following a multi-agency pitch that also saw the participation of McCann Erickson, Everest, Confluence and incumbent agency Modus. The creative pitch, which took place in June, involved re-crafting of the brand proposition of Hindware.
Hindustan Sanityware is engaged in the business of manufacturing, trading and marketing of sanitaryware, bath fittings, kitchen sinks and kitchen appliances. The company, through its brand ‘Hindware’, commands more than a third of the Indian sanitaryware market and is a leader in several categories. It is recognised amongst the top 300 companies in the country and is also rated amongst the 100 best small and medium sized companies in the world by Forbes magazine.
Amitabha Lahiri, Senior Vice President, Hakuhodo Percept, said, “It was a long term idea and yet a very simple thought. Sometimes we tend to discard simplicity as obvious, but that indeed can make the difference.”
He added, “We will be doing print, TV and OOH campaigns for them. The ads will be released during forthcoming festive season.”