Hindware’s newest TVC was launched recently.
Quite like a movie-promo-plan, Vizeum helped HSIL’s brand, Hindware launch a teaser campaign two days prior to the final TVC roll-out. The teaser was aired across a range of television channels wherein it carried snippets from the final TVC. Similar to a movie promotion, the teaser campaign invited viewers to watch the ‘movie’ that would premier on Star Plus.
In the teaser communication, Shah Rukh enters an elegant party where he accidently gets drenched in champagne. The short video was followed by a trailer style frame of the film’s name ‘E-Bello’ (luxury range by Hindware) and launch date.
The final campaign was launched on the dance reality show Nach Baliye with the teaser embedded into the show content. Before taking the commercial break, the host discussed SRK’s new obsession and asked the viewers to stay-on to find out the whole story. Then the full TVC (the ‘movie’) which was 75 seconds long was played out.
The communication works around the tag line “Bathrooms that you keep admiring”, with an awestruck Shah Rukh finding different excuses and creating various scenarios in order to use the E-Bello fitted bathroom.
Speaking about the innovation, V Krishnamurthy, VP, Marketing, HSIL, said, “This was our first campaign after signing on SRK and we wanted to ensure the launch of the TVC was conceptualised differently. Working closely with our media agency, Vizeum, we managed to pull off something very different.”
S Yesudas, Managing Director – Indian Subcontinent, Vizeum discussed the concept, saying, “It took a lot of coordination and efforts to pull this through. Without an ever supportive client this would not have been possible. Star TV management plays a big role in making this happen.”
The project was led by Harsha Joshi of Vizeum – one of the media agency brands under the Dentsu Aegis Network.
Watch the TVC here: