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Hindware’s OOH punch for its new positioning ‘Thoughtful is Beautiful’

27, February, 2021

Aarti Pahwa, New Delhi

Hindware introduced a 5-day outdoor teaser campaign followed by a 5-day innovation with a green hand holding the Hindware products at prime location in Delhi.

Until a decade ago, bathroom design in modern Indian homes was all about utility and easy maintenance, aesthetic considerations were secondary. Thus, the bathroom continued to be the most modest corner of the house-useful but not indulgent, almost austere in the overall absence of decorative embellishments. But with the vast array of bathroom accessories that are now available on the market, bathrooms are no longer regarded as a mere functional space for quick and necessary personal hygiene. Like any other 'important' area of the house or indeed any playful one-as the drawing room-also the bathroom can now be thoughtfully endowed to become a significant marker of a home owner's fine taste and unique personality. Brand Hindware has also undertaken rigorous research using traditional and new-age tools to understand the 'white space' in the market and consumer needs to arrive at this innovative new positioning called 'Thoughtful is Beautiful'.

Running across 360-degree advertising channels, the communication strategy has also been taken to the OOH medium with an aim to promote the new collection and support the mainline media through outdoor displays. In association with Xperia Group, the brand strategically planned the media deployment for the campaign. A 5-day outdoor teaser campaign followed by a 5-day innovation was carried out in Delhi. 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. 

The campaign encompasses a mix of large format media units and cluster brandings across the city that has been utilized to create maximum impact and reach for the desired target audience. All the media units used are iconic, large format and cluster media, to ensure highest visibility.

Also, to highlight the theme - 'Saving water is a Beautiful Thought', the brand placed an innovative hoarding on the busiest road of Delhi NCR- South Ex. The innovation has been created with a green hand holding the Hindware products which are thoughtfully made to save water. Not only this entire launch of the campaign has been done thoughtfully engaging employees and dealers at the Hindware office by asking them to paint on a 6"X6" CANVAS, encouraging them to express their creativity.

"At Xperia we always look forward to such exciting & challenging briefs as it always pushes us to set new benchmarks. We really thank team at Hindware and all our client to show their trust in us.". said Xperia's spokesperson.


Tags :  OOH Hindware Xperia Group Thoughtful is beautiful


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