Roca, one of India’s leading manufacturers of bathroom products, has unveiled its new campaign, with its central theme as ‘My bathroom’. With an Indian face as the protagonist in the TVC, the brand aims to connect with the Indian audience and showcase the beautiful products of Roca reflecting luxury, technology, style, and variety that one desires in his/her personal space. The TVC, created by Contrapunto BBDO, Spain, went on air across channels on Wednesday.
With international exposure, bathrooms in India are evolving and are considered to be extensions of one’s living spaces today. The objective of the new campaign, launched in the centenary year of the brand, is to establish Roca bathrooms as the new living spaces and showcase how Roca creates unique experiences of luxury for each individual, ultimately, establishing Roca as a premium bathroom brand, says the company. Committed to delivering design excellence and creating unique experiences through pioneering ideas, Roca, through this TVC, features the best moments of the day, including trying new looks, playing with kids, spending personal time with partner and some alone time in tranquillity.
Connecting with the forward-looking consumer
The TVC reinforces brand leadership along with its expertise, lineage, design capabilities, and the experiences one can expect, ultimately influencing the purchase decision of the consumer. It aims to connect with a consumer who is forward-looking, smart, seeks new experiences, and is exposed to international trends.
The concept of the new Roca TVC showcases a bathroom that caters to the elevated lifestyle aspirations of the Indian customer. It shows the protagonist experiencing the bathroom as different living spaces. It opens with the protagonist trying out various outfits, appreciating her looks and establishes the bathroom space as her own personal ‘Showroom’. The Roca bathroom is next seen as her kids’ ‘Magic Room’ where they are seen experiencing the magic of Roca’s Smart toilet. In the next shot, the Roca bathroom transforms into the couple’s love abode as the ‘Heart room’. Moving forward into the film, the woman then uses the bathroom as a ‘Changing Room’ to change her looks and later, as her ‘Chat Room’. Towards the end of the TVC, the protagonist is seen using the ‘Shhh Room’ as her escape from the world. The TVC signs off with ‘Roca. My Bathroom.’
Reinforcing commitment to technology, design
KE Ranganathan, Managing Director Designate, Roca Bathroom Products, said, “Roca is the world leader in the definition of bathroom space and has been accepted very well in India. Moving forward, we want to strengthen the association of Roca with premium bathrooms. The new campaign aims to reinforce our commitment to providing not only products with the most advanced technology and design features, but high-quality bathroom solutions and premium experience for the consumers who value excellence. We are very happy with the new campaign idea and intend to amplify it across touchpoints, TV, Print, Digital, Retail et al.”
Carlos Jorge, General Creative Director, Contrapunto BBDO, Madrid, said, “From the very beginning of this project, we asked ourselves why anyone would choose a premium brand like Roca to create their bathroom. And within the answer lies the idea for this campaign. If you want your bathroom to be as important as the rest of your house, if you want it to be this intimate space you share with you partner, the space where you see you children grow, to be your own personal spa where you seek renewal after a hard day at work, or at times, the place where you can find your very own new look, then you are not only looking for a bathroom, but the chance to create a space as personal and particular as your living room, the children’s room, or your bedroom. Roca gives you all the options to create your individual bathroom space, where every detail is a reflection of your style and the way you understand your life”.
Director: Federico Brugia
Director of Photography: Santi Esteban
Creatives: Contrapunto BBDO, Spain