Mumbai: The system windows and doors market in India is evolving and transforming.
Changing lifestyles, urbanisation, and the construction of smart cities have given a push to building technologies and materials. AIS Windows is a strategic business unit of Asahi India Glass Ltd. (AIS) and offers a full range of high-performance window and door solutions in aluminium and uPVC.
Customers pay attention to the type of windows being installed in their homes and have a clear preference when it comes to their needs concerning solutions in glass and windows. AIS Windows offers a choice of both aluminium and uPVC framing materials with varied glass solutions to customers.
The products enrich living spaces with smart aesthetics and provide multiple solutions for energy efficiency, acoustic comfort, privacy, and security. AIS windows offer end-to-end solutions, from glass and frame selection to efficient installation on-site.
AIS has consistently expanded its footprint to span the entire spectrum of the automotive and architectural glass value chains in domestic and international markets. The brand believes in enriching lifestyles with enhanced aesthetics while also delivering high-performance solutions and excellent service.
Enormous is one of the largest independent creative agencies in India. It has been ranked as one of the most effective independent agencies in the Asia Pacific by Effie’s worldwide. Enormous works across mainline, digital, and content to provide communication solutions to its clients. Some of the very successful marketing campaigns every year in the country come from Enormous.
Indiantelevision.com spoke to Enormous managing partner Ashish Khazanchi on the campaign and the idea behind it….
The thought behind this creative
In a category that is not advertised much and is not a part of consumers’ daily lives, we wanted a story that would bring a top-of-mind recall for the brand whenever the need arises. The benefit story of the product had to come out well. The intent was to show two perspectives and a narrative that forces one to experience absolute silence.
We also composed and conceptualised the background music for Asahi India specifically.
Essentially, it is a brand that manufactures windows
Asahi India manufactures system windows. Customers pay attention to the type of windows being installed in their homes and have a clear preference when it comes to their needs for solutions in glass and windows. Windows are primarily classified as either uPVC or aluminium.
On the client brief and how did you work around it
AIS is known in the automotive segment with around 77 per cent market share. However, the customers aren’t aware of their presence in the windows segment and have no brand awareness.
Considering the highly cluttered category, we needed memorable and interesting communication that also effectively conveys the product pitch with a punch. Wanted communication that is fresh and will appeal to the niche audience.
On the brief to the agency
Our customer isn’t aware that AIS Windows also offers system windows (uPVC and aluminium), while it is known in the automotive market. The brand currently has no recall (aided or unaided). The objective was to generate leads for the brand and engage with customers.
What was once a low-involvement category in the interior of a home is now taking centre stage. The brand needed communication that was engaging to create an impact in the market.
Asahi is extremely thrilled to have Enormous on board as a creative partner. Enormous is an idea-first agency with the right strategy and digital communication balance, and this partnership will help increase our ability to communicate with our target consumers in a more relevant manner.
On the marketing strategy for this campaign
The film will be released only on digital media for now. The brand may look at airing on television next year.
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