Hindustan Sanitaryware & Industries Ltd, India’s leading sanitary-ware brand , has unveiled its print campaign. Launched with a new tagline ‘Get Charged’,the campaign seeks to present the bathroom as an exclusive space that a person needs away from today’s stress-filled life to ‘get charged’.
This account has been conceptualized and created by Percept Hakudo, which has been handling the Hindware account for the last 15 months, . The media agency is Shagun and the advertising budget is predicted to be Rs 14 crore.
Amitabh Lahiri, VP, Percept Hakudo, said, “The brief given by Hindware was to create a product differentiation for Hindware in a market that also has several international sanitary-ware brands. The need was to understand the human psyche. So, what we have tried to do is to highlight that given today’s hectic lifestyles, people’s personal space has shrunk. We all need our personal space where there is no one to interfere. A bathroom is that one place where one can have his/her freedom to do various activities for which otherwise he doesn’t have the time; for example, do yoga, play guitar, listen to some music, etc. So, we have projected the bathroom as a place where one can rejuvenate and spend some moments alone and be at peace.”
The campaign is a 360-degree initiative. The first phase of the print campaign broke in November 2008 in Bangalore and appeared in as many as eighty magazines. The second phase broke recently. Six bursts of ads will be running until June 2009. A TVC is scheduled to break in April 2009.
Sandip Somany, Joint Managing Director, Hindware, said, “The brief given to the ad agency was to change the perception of a bathroom in the customer’s mind and make it exciting for a person to spend time in the bath, absorbing the ambience and relax, keeping in mind the hectic schedule they have in today’s working scenario.” The ad targets the middle and upper class as well as the high-end customers.