When the brand was assigned to us 5 years ago, a quick market study threw up a few interesting facts:
(a) The brand operated in a very low-involvement category.
(b) Somany tiles were lauded for their quality and depth of designs.
(c) Even though the brand was well entrenched in the market, it did not enjoy top-of- mind recall among consumers, having been out of the
media for over 2 years.
The first task was clearly tactical in nature, to build brand recall, quickly and effectively. The ‘03-‘04 campaign was, therefore, based on the research factoids that the purchase ratio went up during festivals. This inspired a clutter-breaking communication, rich in visual stimuli that linked the product with the spirit of Indian festivity. The ads were a success and added greatly to the brand’s equity.
Now came the more important task of creating endearing imagery for the brand in the mind of the prime target segment - the woman of the house. This required a fresh approach and a new communication platform, since so far the brand had targeted males in its brand communication. Hence, the ‘04-‘05 advertising latched on to the theme of ‘Human Relationships’ with a new empathy building tagline ‘Create a world of your own’. The campaign’s lifestyle motifs juxtaposed with application shots along with the play of subtle shades emphasizing feminine overtones, ensuring a strong association in the lifestyle genre.
The ‘05-‘06 brand campaign was an attempt to carry on from the good response of the earlier campaign, with one significant difference. With the changing market dynamics, the need was felt to broaden the scope of the advertising to include the women of the house, since they were getting increasingly involved in the purchase process. So, ‘World of tiles’ was launched as the new look and sign-off. It reinforced the brand platform ‘Create a world of your own’ and yet complimented the echoing ‘Self Gratification’ of the user, where the brand plays an important role.
When Somany Tiles launched the premium Signature collection, it was rave. Not just because of the amazing product quality but also the way it was packaged. The launch was much anticipated and thus had to have the ‘WOW’ factor into communication. The campaign was an out-and-out bold statement about the brand and a clutter-breaker in the Indian tiling industry. The unique blend - the glamour of the product and the glamour of a woman was used to create an out-of-the-box approach that stuck in the minds of the TA. The ’08-’09 campaign takes the Signature advertising to the next level with the imagery getting more sophisticated and fantastic.
