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Hindware reinforces brand strength with 'Thoughtful vs Beautiful' debate

The film showcases innovative performance led solutions from the brand.

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New Delhi: Bathware brand Hindware has kickstarted 2021 with its new brand campaign ‘Thoughtful is Beautiful.’ The new campaign is first-of-its-kind in the category, and aims to showcase how innovative performance-led product solutions that offer convenience to consumers is where true beauty lies.

Conceptualised by MagicCircle Communications, the films redefine the category convention, treating beauty as table stakes while starting a conversation that reinforces the brand’s inherent strength of innovations through technology. 

Directed by Karan Shetty and produced by Fingerprint Films, the ads are centered on the playful and relatable one-upmanship of a millennial couple. In the launch film, the husband’s sister unknowingly becoming part of the couple’s ‘Thoughtful VS Beautiful’ debate regarding the bathroom, and it becomes clear that the decision is not an easy one to make. The couple’s adorable and disarming banter continues in the shorter follow-up films, where the product features and the ‘Thoughtful VS Beautiful’ debate again takes center stage.

Targeting newage customers between 25 -50 years of age, the TVC’s beautifully convey that be it style, quality, or innovation, Hindware matches international standards. The 360-degree integrated brand campaign features a series of multilingual films across languages such as English, Hindi, Kannada, Telugu, Malayalam to reach to a wide set of audiences in the country. To further boost its reach, the brand has also leveraged wide media platforms including print, radio, outdoor platforms, digital, online and OTT, to amplify the campaign’s reach and create excitement.

“Hindware is a household name, and has been at the forefront of industry-first designs and innovations. The new campaign objective is not only to strengthen that position but to also redefine the category conversation, which is only about aesthetics and beauty. Because the brand believes, the new age consumer is not just looking for beautiful bathroom solutions, but also features that make their lives easier. This is what led to the Brand Idea of ‘Thoughtful is Beautiful’.” said, Brilloca Ltd VP and head of marketing - bath products Charu Malhotra.

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