MAM

American Standard challenges industry norms with its differentiated advertising campaign

The 360-degree campaign offers a refreshing take on the bathroom fixtures highlighting functional

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/09/26/american.jpg?itok=tC7gggCx

MUMBAI: Making yet another bold and different move to disrupt advertising norms in sanitary ware category, American Standard (a part of Lixil) launched its brand campaign that is breaking the marketing category code, conversing with consumes like no brand ever has in this industry ever.

Priced in the mass premium segment and offering a wide range of ceramics and fittings products, American Standard has been one of the fastest growing major brands in India ever since Lixil took over three years ago. The secret of its success has been by constantly disrupting established norms in this undifferentiated category. “This category has not evolved with the times’, says Shubhajit Sen, Head of Strategy, Asia-Pacific. “At best, brands focus on building premium imagery and amorphous design differentiation. There is no consumer-centricity at all; and consumers have no way to tell between high and low performing products.  That’s why deep discounts rule the market, eroding category value for everyone. With American Standard, we want to change the narrative in this industry”.

American Standard has already started doing things differently. It has aggressively build a distribution network - penetrating 175 towns with 400+ stores in just 3-4 months - the fastest ramp up in this industry. It has introduced a slew of products with features and functionality uncommon in India, like integrated shower-toilets and automated bidets that Lixil calls ‘spalet’; blue-tooth enabled shower systems and other superior functional products.

But the biggest disruption yet has been in its translation of the overall business strategy to its communication strategy as seen in its latest campaign. Explaining the thought behind the campaign, Aparna Deshmukh, Senior Director Marketing, Lixil South Asia, said, “We want to appeal to upmarket, modern, young urban families. We know that decision making has become more democratised in these families and relationships within the family members have become more friendly, equal and with a lightness of touch. We wanted to appeal to these sensibilities, but marry these insights with the core message of superior functional performance of our products”.

The communications strategy is visible in American Standard’s new campaign. It has developed a creative property of an American Standard family - a young, contemporary, premium family that visually holds the campaign together. The 4 TV executions show the family in different situations that explains the functional superiority of American Standard products in a very engaging, humorous manner that is fresh in this industry.

The campaign includes a national Front-page jacket print ad, 4 TV executions, outdoors and a strong digital push. The TV campaign includes all major national channels with a particular focus on news channels as well as regional channels. The outdoor campaign is over indexed to tier 1 and tier 2 towns to drive incremental reach. “We wanted to create an engaging, approachable and premium brand imagery that drives consumer awareness, store traffic and sales. Judging by the response we have already got, with retail sales climbing over 100% in a category that is growing at 10%, we think we have succeeded.” says Aparna Deshmukh.

The freshness of approach goes beyond traditional media. For the first time in the industry, American Standard has tied up with Mompresso, a leading blogging site for young mothers where core brand messages of health and hygiene are communicated in an appropriate context. Another first in the industry, American Standard has deployed hundreds of handheld devices at the store level. The devices help the consumer navigate the product portfolio, choose products and place orders at the store. Explaining the rationale, Aparna Deshmukh added, “The choices available in this category can be overwhelming for consumers. We have developed a simple tool for consumers to narrow down their choice by design and budget preference. Our tests show this adds real value at the last mile for our shoppers.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kosh.jpg?itok=QxXcsMbN
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/Truecaller.jpg?itok=GJpRMARf
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/birla.jpg?itok=ZSHorrmj
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/fbb.jpg?itok=8qWOjTIx
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kansai.jpg?itok=bLHO7bPV
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/air.jpg?itok=kjY89OT1
Air Canada Brings Global ‘Fly the Flag’ Initiative Celebrating Equality, Inclusivity and Diversity to India

Air Canada, Canada's largest domestic and international airline, has been strengthening connections between India and Canada since 2015 with three new direct routes introduced in less than two years. To celebrate people making a mark in India, Air Canada is bringing its global ‘Fly the Flag’...

MAM Marketing Below The Line
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/12/tanishq.jpg?itok=O6GUdMmH
Tanishq launches new campaign for Diwali

Jewellery brand, Tanishq has introduced an exquisite collection - Utsava – an enchanting range that showcases the rich culture and beauty of our country, encapsulating the true essence of the festival of lights.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/12/carvaan.jpg?itok=KcaOlPoM
Saregama Caravan asks to ditch the 'Shor' this Diwali

Diwali is many things to us. Homecomings, get-togethers, celebrations, gifts, lights, sweets, and shared joy.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/13/wpp.jpg?itok=qPNuWY5E
The stage is set for WPP’s ‘Date with Data’ – a day-long data summit

Spearheaded by WPP India, alongside WPP’s Data Alliance, Date with Datais a day-long summit that showcases and discusses the impact of data.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories