NEW DELHI: In a category driven by facts and design specifications, Somany Tiles’ new television commercial (TVC) builds an emotional connect to create unique brand positioning. The ad makes an emotional appeal to the consumer using the occasion of marriage.
“People usually decorate their houses during special occasions like marriage, birth of a child and during festive season. In our new TVC we have chosen the occasion of marriage and the bride entering her new home for the first time to show how warm and welcoming every home can look by being done up with the right kind of tiles. The objective of the campaign is to involve both men and women in the purchase decision,” says Somany Tiles executive director Abhishek Somany.
According to Somany: "Taking the viewer through a tour of the house elegantly done in various concepts of floor and wall tiles, the ad demonstrates the suitability of tiles in various parts of the house bedroom, living room and bathroom."
To make the tiles purchase more involved and create a lasting recall for the brand, the ad positions the house as a silent protagonist - says the release. The warm, welcome ambience of the house comforts the bride, when she takes her first step; and is there for the couple, after the celebrations are over and the guests have left.
The release says that the budget of Rs 20 million has been allocated for this ad campaign that went on air from 10 September 2003.
TVC fact file
Creative – Leo Burnett
Languages - Hindi and Malayalam
Duration – 30 secs and 15 secs
TV channels - Star News, Zee Cinema, HBO, SET MAX, Discovery Channel, B4U Music, etc, MTV, Asianet and Surya TV
Founded in 1972, Somany Tiles, claims to be one of the largest manufacturers of quality floor and wall tiles in India. It is also the first Indian company to have both ISO 9002 and ISO 14001 certifications.
The annual turnover of the company for the year 2002-03 was Rs 2.02 billion. Somany Tiles has been at the forefront of introducing new and innovative products like widest range of square wall tiles and jute series ---India’s first jute finish tiles.
