We aim to be in top 3 brands in the water heater category by 2020: Rakesh Kaul, HSIL Ltd

Rakesh Kaul, President and Chief Executive, Consumer Products Division & CEO EVOK Retail, HSIL Limited spoke to us about the first-ever TVC for their water heater brand Hindware Atlantic, and more

e4m by Simran Sabherwal
Published: Dec 12, 2018 9:12 AM  | 3 min read

Water heater brand Hindware Atlantic, part of the sanitaryware company HSIL, recently released its first TVC campaign for the Ondeo Series ‘Fresh Hot Water Saalon Saal’. The TVC highlights the industry-first and Patented O'Pro Protection Technology and Titanium Core Shield of the Ondeo range which prevents internal corrosion, thereby enhancing the life of water heaters. In 2015, HSIL had entered the home appliances segment with a collaboration with Groupe Atlantic of France.

Commenting on the insight behind the TVC for its water heater brand Hindware Atlantic, Rakesh Kaul, President and Chief Executive, Consumer Products Division & CEO EVOK Retail, HSIL Limited says, “We wanted to bring a campaign to help consumers understand what is happening inside their water heaters as they are not aware of the corrosion and dirt deposits that are formed inside the tank over the years. Thus the first ad campaign focuses on our water heaters equipped with the Patented O'Pro Protection Technology and its Titanium Core Shield helps protect the tank longer from corrosion. The ‘Fresh Hot Water Saalon Sal’ campaign emphasizes the prolonged life of Hindware Atlantic water heaters as compared to any other ordinary water heaters.”

Conceptualized and created by DDB Mudra, the film captures how corrosion and dirty deposits impact the longevity of a water-heater in a light-hearted neo-mythological format. Speaking on the brief given to the creative agency, Kaul says, “Our brief to the agency was to voice the aforementioned insight in a humorous and light-hearted manner. Hindware Atlantic Ondeo series comes with patented technology which prolongs the life of the product, our ask from the agency was to keep this messaging at the heart of the commercial while creating an ad that is not just engaging but also entertaining.”

Hindware has taken a multi-pronged marketing approach for the commercial through various platforms such as Electronic and Digital. For a wider reach, the TVC is being aired on key regional channels in languages like Bengali, Kannada, Tamil, and Telugu including prominent Movies and News channels. Kaul says, “We've kept a sizable budget for the TV campaign so that it's well tailored to reach out to our target audience.” Talking about ad-spends he says, “We will spend up to Rs 50 crores this financial year on marketing to build our brands across categories. The majority of the spends will be on digital marketing and advertising during festival season.”

Speaking about the company’s growth Kaul says, “We have grown phenomenally in all the categories we are present in over the years. In the chimney segment, we are already among the Top 3 players with a 15-16% market share. Our water heaters category is doing extremely well and in a span of 24 months, we have grown 165% more than last year and currently have 6-6.5% market share in this category.” Looking ahead he adds, “We aim to be amongst the top 3 brands in the category of water heaters by end 2020 and similarly be amongst the top 3 in the water purifiers category in next 5 years and are working to extend our distribution and retailer network, after sales network and introduce tech led variants in the categories to ensure we achieve our target.”

Campaign video:

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