Parryware reinforces ‘Always in Fashion’ brand positioning with ‘YouRooms’

Parryware, India’s leading manufacturer of sanitaryware, faucets and wellness products providing complete bathroom solutions, is looking to take the brand to the next level, by re-strengthening its positioning of always in fashion through a 360 degree integrated marketing campaign across various mass media platforms TV, Print, Radio, OOH and Digital.

Parryware ‘YouRooms’ is the latest campaign launched by Parryware with proposition “Your Space. To be yourself” which celebrates the individuality of its patrons. Transforming the meaning of one’s relationship with bathroom, it talks about a hidden space within each of our home, which lets you be ‘you’. A company release states, “This space is your bathroom. Bathroom is not just another room in your house but a place which unknowingly has become a safe haven, where we are the most honest, calm and relaxed. The campaign explores the same emotion and tries to go beyond the utilitarian aspect of the bathroom”.

The campaign aims to be relatable to all the members of a typical household by showcasing their stories and situations in their ‘YouRooms’, hence staying true to the brand promise of delivering fashionable and contemporary bathroom solutions catering to all age groups of a family. With the focus on reaching the customers across all touchpoints, the 360 degree campaign is being activated on leading National and regional TV channels, popular Radio channels across different cities, OOH, Social media, OTT platforms and other digital platforms.

Speaking on the campaign,  K E Ranganathan, Managing Director, Roca Bathroom Products, said, “Brand Parryware is synonymous with beautiful washrooms due to excellent and innovative product offerings over the last many decades. At home and work places, we have an interesting blend of customers – kids, youth, young adult, mature adults and senior citizens. Parryware always stood for offering something relevant and exciting for each of them. In today’s busy life, the bathroom is the only place where we get to be ourselves. After all it is where the proverbial throne rests. At Parryware we wanted to celebrate the space where we can be our true selves, a space where we can express ourselves. Washrooms today have transcended the term and have now become YouRooms. This campaign is a celebration of you and your YouRoom. We had a great time working with the creative minds at Dentsu Impact while coming up with the concept. The creative brings out the joy from each of the family members as Parryware makes them feel so good and elevated. The campaign will be on air in all leading television channels across India including popular regional channels. We expect to reach out to over 100 million viewers during the first phase of the campaign"

Anupama Ramaswamy, Managing Partner & National Creative Director, Dentsu Impact added, “Bathrooms have always been positioned as a beauty space or a utilitarian one. However, I believe a bathroom is the only place where you can truly be YOU. It is a place which gives you the freedom to be whatever you want and do whatever you wish, without anybody seeing and judging you. The voice over in this film describes the feelings that each member of a family is shown to be experiencing, thus helping all age groups within the household relate. And it achieves this while keeping the Parryware bathroom products at the centre of the drama, turning them into travelling companions on those private emotional journeys.  They are just not just bathrooms. They are YouRooms from Parryware”