Saint-Gobain launches national brand campaign to establish purity in glass

MUMBAI: Saint-Gobain, leader in glass for over three centuries, today launched its brand campaign, highlighting the purity of its glass apart from clarity that it is already synonymous for. The focus of this Ad campaign is to establish that glass can also be measured for purity, just like other precious metals. Saint-Gobain, through consistent research & development and world-class technology, has brought down the PPM of iron content across their products to just 654. Lesser the iron content, clearer and purer will be the glass. The 654 PPM glass is now available across the country as the standard offering from Saint-Gobain. Consumers, whether B2B or B2C, now have a measure to find out whether they are buying a pure glass or not.

Explaining the Ad campaign, Mr. A.R. Unnikrishnan, Director, Sales & Marketing, Saint-Gobain India Private Ltd. - Glass Business, said, “Saint-Gobain has been the front-runner in glass business for over three centuries yet we are the most modern and technologically advanced in the business. Our Glass is known for its quality and clarity. Our previous campaigns, which focused on clarity, are still very relevant and have a strong brand-recall. Now, with this campaign, we take it a step further by establishing the purity of the glass and we do it in a very creative way. The TV commercial begins as a horror story but ends being witty. It brings a smile across and leaves a deep impression on what we are trying to convey.  As always, we are raising the bar in the business. Earlier, it was Clarity and now, it is Purity. Through this campaign, we are educating consumers on the importance of 654 PPM in a glass – the benefits of using a glass that is clear and pure and how could they differentiate the 654 PPM glass from the other ordinary products in the market.

Sharing his experience working on this campaign, Mr. Rajdeepak Das, Chief Creative Officer, South Asia, Leo Burnett, said, “The campaign is called ‘Subway Baby’ and it is made with a strong storyline. This campaign has been one of the most challenging yet fruitful experiences for me personally. We had to showcase a product that is actually not visible to anyone. We had to come up with an idea and a story which could bring this to the fore. That’s when we decided to add a story to the product with subtle humour where one can’t see the product but ultimately senses its presence. To make it impactful and to the point, the story went under several iterations. Even the casting was very unique as we had to tell the kid actor in the ad to stare straight at the camera rather than showing any emotions. This has been a fun and learning experience for me and my team. Hope the audiences enjoy this ad as much as we did in making it.”

This campaign is being rolled out nationally, across TV channels – English, Hindi and Regional, Digital Platforms and even content streaming portals. It will be supported by a strong, on-ground activation to seed the message of purity along-with brand-recall. It will be aired across 50 channels including regionals channels and languages covering Hindi, English, Tamil, Telugu, Marathi, Kannada, Bengali among others. The ATL media duties are being handled by Vizeum from Chennai.

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