Hindustan Sanitaryware & Industries Ltd, which has been consistently coming up with campaigns for its sanitaryware brand Hindware, has unveiled its print campaign with a new tagline ‘Get Charged’ that seeks to present the bathroom as exclusive space that a person needs away from today’s stress-filled life to ‘get charged’.
The campaign has been conceptualised and created by Hakuhodo Percept Pvt Ltd, which has been handling the Hindware account for the last 15 months. Shagun is the media agency. Rs 14 crore has been earmarked for the advertising budget.
Sandip Somany, Joint Managing Director, Hindware, said, “The brief given to the ad agency was to change the perception of a bathroom in the customer’s mind and make it exciting for a person to spend time in the bath, absorbing the ambience and relax, keeping in mind the hectic schedule they have in today’s working scenario.” The ad targets the middle and upper class as well as the high-end customers.
The campaign is a 360-degree initiative. The print campaign first broke in November 2008 in Bangalore in its first phase and appeared in as many as 80 magazines. The second phase broke recently. There would be six bursts of ads running till June 2009. A TVC is slated to break in April 2009.
Amitabh Lahiri, COO, Percept Hakudo, said, “The brief given by Hindware was to create a product differentiation for Hindware in a market that also has several international sanitaryware brands. The need was to understand the human psyche. So, what we have tried to do is to highlight that given today’s hectic lifestyles, people’s personal space has shrunk. We all need our personal space where there is no one to interfere. A bathroom is that one place where one can have his/her freedom to do various activities for which otherwise he doesn’t have the time; for example, do yoga, play guitar, listen to some music, etc. So, we have projected the bathroom as a place where one can rejuvenate and spend some moments alone and be at peace.”
Somany cited Parryware and Cera as the biggies in the world of sanitaryware. He added, “The year 2009 is going to be a tough year, and that is why we are going to be more aggressive than ever. We have a large price band, so I am pretty hopeful. We have 40 per cent market share. For the last five years our CAGR has been 19 per cent, with 12-14 per cent being the average. Evok is our new retail brand, with stores in Faridabad and Delhi. More stores will be opened in the near future.”