Saint-Gobain India Pvt. Ltd-Gyproc Business, a market leader in gypsum-basedÂ solutions, launched a new brand campaign âCeiling Nahi Feeling Haiâ with a TVC that will leverageÂ the on-going festive season. With the insight that doing up oneâs ceiling is an emotional experience,Â starting from the designing aspects to the moments of pride when the construction of the ceiling isÂ complete, the campaign primarily aims at bringing out the emotional connect to the category through aÂ journey of feelings.Â
Investments in the home Interior space are now at an all-time high on account of higher purchasing powerÂ as well as the influence of different cultures and lifestyles. Designer false ceilings have become an integralÂ part of any well-designed home interior. Saint-Gobain Gyproc has been a pioneer in creating this categoryÂ over the past six years through smart marketing investments and by creating an eco-system of trainedÂ installers who are able to fulfill the expectations of the customers in terms of aesthetics. The new TV campaign âCeiling Nahi Feeling Haiâ was launched recently with the aim of taking this category to theÂ next level.Â
As per Sudeep Kolte, Vice President, Sales & Marketing â Gyproc India, âFalse Ceilings is one of the fastest-growing categories in the Home Interior space and as a market leader, it is our duty to keep growing theÂ category. Our latest ad campaign is trying to build on the core insight that doing up a false ceiling is anÂ intense affair with a lot of emotions involved right from ideation to design choices and finally to the implementation stage.
A beautifully done ceiling has a pride of place in the home and is also a reflectionÂ of superior taste as well as an elevated lifestyle.âÂ
The new TVC features the story of different people in different spheres of life and how adding anÂ emotional connection to any situation enhances the personâs experience. Taking a fun and light tonality, the TVC captures the consumerâs emotional journey and highlights the key aspects of Saint-GobainÂ Gyproc ceilings like flexibility with design and variety of customizations.
While the primary audience isÂ home-owner NCCS A 31-50, the creative is expected to win the hearts of all age-groups by virtue of itsÂ universal appeal. Anirban Mukhuti, Head Marketing Gyproc India added, âWe have tried to play aroundÂ with stories which are unique yet highly relatable, reflect universal emotions and transcend all barriers.Â
The powerful visual frames have been enhanced with a strong voice-over and a catchy tag-line. The endÂ result is creative with the right mix of visual, auditory and feel quotient which we feel will be able to break the clutter and make Saint-Gobain Gyproc synonymous with âFalse Ceilingsâ as a category.âÂ
With the aim of engaging with consumers across Saint-Gobain Gyprocâs growing markets, the TVC will be aired in Hindi and 6 regional languages and will be promoted on TV, Digital and Cinema.Â
âCeiling Nahi Feeling Haiâ is a powerful tagline providing us with a lot of leeways in terms of extending this core idea and leveraging the same creatively across mediums. We will live up to the promise byÂ empowering our consumers with a range of design choices available digitallyâ, says Aninda Gupta,Â Marketing Manager, Gyproc India.