The integrated campaign is spearheaded by a TVC ad using an emotional storytelling route to highlight the importance of ceilings in home decor
Saint-Gobain India Pvt. Ltd-Gyproc Business, a market leader in gypsum-based solutions, launched a new brand campaign “Ceiling Nahi Feeling Hai” with a TVC that will leverage the on-going festive season. With the insight that doing up one’s ceiling is an emotional experience, starting from the designing aspects to the moments of pride when the construction of the ceiling is complete, the campaign primarily aims at bringing out the emotional connect to the category through a journey of feelings.
Investments in the home Interior space is now at an all-time high on account of higher purchasing power as well as influence of different cultures and lifestyles. Designer false ceilings have become an integral part of any well-designed home interior. Saint-Gobain Gyproc has been a pioneer in creating this category over the past six years through smart marketing investments and by creating an eco-system of trained installers who are able to fulfil the expectations of the customers in terms of aesthetics. The new TV campaign “Ceiling Nahi Feeling Hai” was launched recently with the aim to taking this category to the next level.
As per Sudeep Kolte, Vice President, Sales & Marketing – Gyproc India, “False Ceilings is one of the fastest growing categories in the Home Interior space and as a market leader it is our duty to keep growing the category. Our latest ad campaign is trying to build on the core insight that doing up a false ceiling is an intense affair with lot of emotions involved right from ideation to design choices and finally to implementation stage. A beautifully done ceiling has a pride of place in the home and is also a reflection of superior taste as well as an elevated lifestyle.”
The new TVC features the story of different people in different spheres of life and how adding an emotional connect to any situation enhances the person’s experience. Taking a fun and light tonality, the TVC captures the consumer’s emotional journey and highlights the key aspects of Saint-Gobain Gyproc ceilings like flexibility with design and variety of customizations. While the primary audience is home-owner NCCS A 31-50, the creative is expected to win the hearts of all age-groups by virtue of its universal appeal. Anirban Mukhuti, Head Marketing Gyproc India added, “We have tried to play around with stories which are unique yet highly relatable, reflect universal emotions and transcend all barriers. The powerful visual frames have been enhanced with a strong voice-over and a catchy tag-line. The end result is a creative with the right mix of visual, auditory and feel quotient which we feel will be able to break the clutter and make Saint-Gobain Gyproc synonymous with “False Ceilings” as a category.”
With the aim of engaging with consumers across Saint-Gobain Gyproc’s growing markets the TVC will be aired in Hindi and 6 regional languages and will be promoted on TV, Digital and Cinema. “Ceiling Nahi Feeling Hai” is a powerful tagline providing us with a lot of leeway in terms of extending this core idea and leveraging the same creatively across mediums. We will live up to the promise by empowering our consumers with a range of design choices available digitally”, says Aninda Gupta, Marketing Manager, Gyproc India.