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Somany to adopt new age marketing to attract Millennials

By Bhawana Anand - January 27, 2020

Hoardings & Cinema Advertising is also a part of brand marketing strategy

Somany Ceramics, a leading furnishing brand, aims to capture a significant share of the category plans to engage Millennials with a purpose by reaching out to them via all means. The marketing plan designed by the brand keeps digital on the top, followed by TV that continues to grab a larger pie. The brand also plans to engage the TG with hoardings and cinema advertising.

"Large ad spends, premiumisation and design innovations backed by change in perception towards tiles as a lifestyle product has ensured higher than industry growth rates for us. To further amplify our association with Superstar Salman Khan, we will be incorporating a complete 360 approach for the campaign. Along with airing the ad on TV, we have plans to engage in Cinema Ads, Hoardings and Print Ads with leading trade magazines as well as home and decor magazines, mainline newspapers to maximize the campaign’s reach among our trade partners and consumers alike”, shares Charu Malhotra - Head Marketing, Somany Ceramics Limited.

According to the brand, millennial segment is tricky to market to, and assuming that the regular marketing tactics will work wonders is a death wish. Every purchase for them has a purpose that satiates the very deep desire of owning/association with products/brands that connect with their persona and bring a sense of pride.

Hence the brand plans to bullish on innovations such as:

Voice User Interface (VUI) will be a major disruption in the near future as screens become smaller & smaller. This will be a conversational interface with ease, so brands will have to rethink the essence of the brand in a voice centric world.

User generated content (UGC) if used in the right manner, can paint a much more positive and genuine brand image than any internal campaign ever can. By encouraging customers to share their experiences with the brand, a company can take advantage of great content. This content if used in the right way can create positive ripples across the market.


Innovation is the core of all their marketing efforts at Somany including. The brand carried inflight and airport campaign, where their brand presence was made visible at strategic locations (Pillar Branding, Security Trays, Q Managers) across various players in the aviation industry like Spice Jet, Indigo and at key airports like Delhi, Mumbai, Kolkata, Dehradun, Lucknow etc.



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