Hindware rides high on thoughtful OOH campaign
By Bhawana Anand - February 24, 2021
The bathware brand leverages the OOH medium to drive home its stand on environmental responsibility, while building brand buzz and engagement
Home of Iconic brand Hindware has rolled out a new campaign ‘Thoughtful is Beautiful’ emphasizing on the functionally and performance aspects of its products. The brand reportedly undertook rigorous research using traditional and new-age tools to understand ‘white space’ in the market and consumer needs to arrive at a innovative new positioning. The OOH duties for the multimedia campaign are handled by Xperia Group.
The teaser campaign had one running question - ‘Can a beautiful bathroom also be thoughtful?’. Following this, the brand unveiled the campaign introducing its latest and unique Hindware Italian collection.
Talking about the role of OOH in the campaign, in an exclusive conversation with Media4Growth, Charu Malhotra Bhatia, VP & Head of Marketing, Bath products, Brilloca Ltd shares,“The role and impact that OOH play in a campaign can’t be ignored. It is commonly accepted now that OOH provides great frequency and is a key driver in priming awareness for campaigns; the same has been in our case. OOH has helped to reach out to the consumers and has helped in creating recall. However, we would advocate the use of digital OOH going forward for a comprehensive consumer engagement and experience through this media mix.”
The multimedia campaign comprised 360-degree integration featuring a series of multilingual films to reach a wide set of audiences in the country.
Talking further about the teaser campaign on OOH, Charu explains, “We did go with the concept of teaser and reveal in order to make customers curious regarding what the brand hadin store for them post-Covid. It did help us to create the right noise around it;, and the hoarding at DND played an important role in it.”
The campaign has been deployed in Delhi NCR market primarily on unipole & kiosk formats. The sites were selected basis target audience/viewership and the traction it could garner.
Taking the campaign a step further, the brand also decided to highlight the theme - ‘Saving water is a Beautiful Thought’. to showcase that, the brand placed an innovative hoarding on the busiest road of Delhi NCR.
The innovation drives home the importance of saving water by depicting a giant hand covered with leaves. The execution posed its own challenges, but the agency pulled it off successfully. Interestingly, the campaign also engaged the employees at the Hindware office, by asking them to paint on a 6”X6” CANVAS, encouraging them to express their creativity.
Explaining the thought behind the same, Charu articulates, “With this we not only wanted to drive a thoughtful conversation around the brand and its products, but also drive focus on a very key burning issue of water conservation. This purpose can very well be driven by our products. We believe that being a socially responsible corporate house, it is our duty to drive conversations around sustainability. I believe, going forward user generated content will be a prime tool to drive brands and category conversation, and purpose led Goodwill Marketing will influence in a big way. So we want to engage with the target audience to spread the word.”
Commenting on the work done by the Xperia Group, Charu adds, “It was exciting working with Xperia Group for this OOHcampaign, as we share the same ethos with them and they have helped us in deploying targeted OOH campaigns across a variety of assets such as billboards and pole kiosk across Delhi NCR. They played a major role with us in conceptualizing and executing the innovative hoarding.”