Hindustan Sanitaryware & Industries Ltd, which has been consistently coming up with campaigns for its sanitary-ware brand Hindware, has unveiled its print campaign with a new tagline ‘Get Charged’.
The campaign seeks to present the bathroom as an exclusive space that a person needs away from today’s stress-filled life to ‘get charged’.
Percept Hakudo, which has been handling the Hindware account for the last 15 months, conceptualized and created the account. The media agency is Shagun and the advertising budget is predicted to be Rs 14 crore.
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.
On Hindware’s strategy for 2009, Somany commented, “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.”
Amitabh Lahiri, VP, Percept Hakudo, said, “The brief given by Hindware was to create a product differentiation for Hindware in a market that also has several international sanitary-ware 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.”
The campaign is a 360-degree initiative. The first phase of the print campaign broke in November 2008 in Bangalore and appeared in as many as eighty magazines. The second phase broke recently. Six bursts of ads will be running until June 2009. A TVC is scheduled to break in April 2009.