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Tag: Aniruddha Sinha

  • BeanstalkAsia launches brand film for Homesure Gypex

    BeanstalkAsia launches brand film for Homesure Gypex

    Mumbai: BeanstalkAsia, a marketing communications agency, has conceptualised and delivered an engaging brand film for Homesure Gypex Boards and Plasters, presenting them as the ideal solution for long-lasting, beautiful interiors. Homesure, a retail brand from Walplast Products, is a building materials manufacturer and the third-largest producer of wall putty in India.

    The brand film draws inspiration from Krav Maga, a self-defense technique known for its efficiency and adaptability. By showcasing the dynamic nature of Krav Maga, the film metaphorically aligns these qualities with the attributes of Homesure Gypex Boards and Plasters. The GypEx range of products are strong, flexible, lightweight, and heat-resistant, capable of withstanding the rigors of home construction while providing an aesthetically pleasing finish.

    The campaign aims to de-construct and simplify construction practices by addressing customer pain points and establishing new benchmarks in efficiency, durability, quality and premium features. Through this campaign, Homesure aims to empower consumers with product knowledge and accompanying benefits, highlighting the unique features of Homesure GypEx. With a core made from 100 per cent natural gypsum and other eco-friendly materials, these products ensure structura integrity and contribute to sustainable building practices. Moreover, the product boasts of faster setting time, light weight and effortless application, transforming construction methods for beautiful, functional living spaces.

    The positioning of “Đamdaar Looks, Zordar Protection” emphasizes the dual importance of aesthetic appeal and structural strength in home interiors, resonating with homeowners” desire for products that offer both beauty and durability. The film illustrates the resilience and adaptability of Homesure GypEx range of products, making a compelling case for their superior quality and performance. The narrative connects with the audience on a deeper level, reflecting the emotional investment that homeowners place in building their dream homes.

    Walplast SVP, marketing, CSR, and business head – P2P division, Aniruddha Sinha expressed his enthusiasm for the brand film, saying, “BeanstalkAsia’s creative vision beautifully encapsulates the strength and resilience of Homesure GypEx, aligning perfectly with our brand values of trust, dependability, and reliability. We are presenting not just building materials, but comprehensive, eco-friendly solutions designed for today’s construction challenges. This campaign underscores our dedication to excellence emphasizing our role as a trusted partner committed to building sustainable structures, now and into the future.”

    BeanstalkAsia founder Upendra Singh Thakur added, “Our goal was to create a high-impact brand film that highlights the technical superiority of Homesure GypEx while connecting with the audience through the defense techniques of Krav Maga. By shooting with a professional Krav Maga practitioner, we were able to visually convey the product’s robustness and versatility.”

  • BeanstalkAsia launches brand film for Homesure Products

    BeanstalkAsia launches brand film for Homesure Products

    Mumbai: BeanstalkAsia has delivered a comprehensive brand campaign for Homesure, a retail brand from Walplast Products, a building materials manufacturer. The campaign aims to establish the brand ‘Homesure’ as the epitome of trust, efficacy, and excellence in the building materials industry.

    From a strategic perspective, the agency first developed a sonic brand identity to enhance the Homesure brand enabling aural recognition for consumers and audiences. Traditionally, building materials are seen as coarse, dry, and lifeless, often characterised by drab white and grey tones. However, this cheerful and lively sonic identity aligns perfectly with the energetic, youthful, cheerful,  progressive, trustworthy, and fearless spirit of the Homesure brand, bringing life and vitality to homes.

    The campaign aims to establish the diverse Homesure product portfolio as differentiated, technologically superior, sustainable, and quality-driven. Through meticulous research and development, the Homesure team of experts has crafted products that embody the essence of trust and reliability, catering to the discerning needs of architects, builders, contractors, engineers, masons,  painters, and homeowners alike. The campaign film titled “Ghar Banaye Khaas, Dilaye Vishwaas,” vividly captures a family’s journey as they navigate the chaotic, carnival-like situation in an under-construction house. Confusion and concerns give way to relief when the Homesure experts arrive,  offering trustworthy solutions that promise superior quality, technological advancements, and sustainability.

    Walplast SVP, marketing, CSR, and business head – P2P division Aniruddha Sinha said, “The mandate for BeanstalkAsia was to deliver a compelling brand campaign for  Homesure that seamlessly creates a deeper emotional resonance with our customers. The objective is to position Homesure portfolio as a beacon of trust, efficacy, and commitment by leveraging the insight  that constructing a home can be a chaotic experience and only Homesure product expertise provides  the reliability and dependability homeowners seek, making their journey smoother and assured.”

    The campaign establishes Homesure brand as the face of trust, dependability, and reliability, backed by over 40 years of legacy in the building materials industry. Homesure’s passion for quality and innovation, coupled with sustainable practices, sets it apart.

    Speaking about the strategy behind the concept of the film, BeanstalkAsia founder Upendra Singh Thakur said, “For every homeowner, their home is nothing short of heaven. But doing construction-related work can be a nerve-shattering experience. The entire process often feels chaotic and overwhelming, resembling a circus as depicted in the brand film. There seems to be no clear idea of who to trust. Amidst this chaos, finding someone trustworthy and dependable is crucial. In the film,  Homesure steps in as that trusted partner, understanding the homeowner’s apprehension & vision and  providing reliable solutions.”

  • BeanstalkAsia delivers engaging films for HomeSure Tile Ex

    BeanstalkAsia delivers engaging films for HomeSure Tile Ex

    Mumbai: BeanstalkAsia, a new-age integrated marketing communications agency in India and Nepal, delivered a series of engaging films for HomeSure Tile Ex by Walplast. The films, crafted with a humorous and entertaining narrative, aimed to position HomeSure Tile Ex as the “Expert with POWER of 4 ACES,” offering revolutionary tile adhesive solutions. The “Power of 4 ACES” signifies easy application, superb adhesion, excellent aquasafe properties (water resistance), and accessibility across India.

    Speaking about the performance of the films, Drychem India Ltd Sr VP, marketing, CSR, and business head – P2P division Aniruddha Sinha opined, “HomeSure Tile Ex Tile Adhesives stands out as a technologically advanced and cost-effective solution in the market. Seeking to communicate the benefits engagingly, BeanstalkAsia delivered a campaign that was humorous and has effectively highlighted the advantages of ‘4 Aces’. Executed primarily through digital and on-ground activation in key cities across the West, North, and Eastern parts of India, the campaign has already achieved impressive results. With 4.5 mn plus views & nearly 3 Mn+ unique viewers, and 1.4 mn plus impressions on YouTube, these figures are noteworthy, particularly given our focus on a niche B2B audience comprising architects, builders, contractors, engineers, and Tile applicators. We also achieved a 52 per cent secondary growth by volumes during the first nine months of FY24.”

    BeanstalkAsia founder director Upendra Singh Thakur remarked, “Tile adhesives typically fall into a low involvement category, with end consumers often showing less engagement in the decision-making process compared to their involvement in selecting tile designs. Targeted towards the B2B audiences, this category presented an opportunity to leverage humour and exaggerate situations to capture audience attention. The campaign is centred around slice-of-life concepts that have high recall with an unexpected twist, encouraging the target audience to ‘expect the unexpected’.”

    Film Descriptions:

    1. Toh Rishta Pakka Samjhein? – Depicts a humorous take on an Indian arranged marriage scenario, showcasing the unexpected twist when the girl inspects the boy’s home and focuses on broken tiles, leading to the introduction of Tile Ex.

    2. Chipak Chipak Ke – Illustrates the consequences of not seeking expert advice, as a family attempts comical and unconventional fixes for fallen tiles, only to face failure. Tile Ex emerges as the expert solution.

    3. Tiles Ki Terahvi – A sequel to the previous film, humorously ties in the Indian ritual of “Terahvi” with broken tiles, underlining the importance of Tile Ex for effective solutions.

    The creative and strategy team, led by Upendra Singh Thakur, worked closely with director Shashii Bhushan, creative director Naresh Mestry, and the entire production team to bring these entertaining narratives to life.

    The HomeSure Tile Ex brand, a part of Walplast’s B2C interface, aims to provide cost-effective solutions against tile issues such as cracking, peeling, and chipping. The product offers a range of tile adhesives suitable for various types of tiles, both internal and external.

    For end consumers, HomeSure Tile Ex provides a budget-friendly solution with time-saving benefits, high water resistance, and durability for various areas in the home. For masons & applicators, the product is easy to mix, eliminates messy work, sets faster, and enhances productivity.

    Walplast Products, a DryChem India Group company, has been a key player in the building materials industry since its inception in 2004. With 25 strategically located manufacturing units and NABL-certified R&D labs, Walplast has emerged as the 3rd largest manufacturer of Wall Putty in India and a significant global exporter.

  • Social media strategies for effective brand marketing: A comprehensive guide

    Social media strategies for effective brand marketing: A comprehensive guide

    Mumbai: In an era dominated by technology and connectivity, social media has become an indispensable tool for brand marketing. According to Search Engine Journal, the statistics are staggering – 4.8 Bn social media users worldwide, representing 60% of the global population and 93% of all internet users. The numbers are still on the rise, with 150 Mn new social media users added between April 2022 and April 2023, translating to approximately 410,000 new users every day and 4.7 every second. With the average person using 6.6 different social networks monthly and spending 2 & 1/2 hours daily on social media, the collective global time spent on these platforms is a whopping 11.5 Bn hours daily. Against this backdrop of compelling statistics, let us explore some social media strategies for effective brand marketing.

    Identify Your Goals: It is essential to have a clear understanding of what you are aiming to achieve through your social media marketing efforts. This could be increasing brand awareness, generating leads, or driving website traffic.

    Navigate the Right Platform(s) for Your Audience

    The plethora of social media platforms can be overwhelming, making it crucial for brands to choose wisely. Utilizing a social media advertising platform can help streamline this process. The primary goal is to find where your target audience is most active. Focus your efforts on two to three platforms to ensure manageability.

    Craft Tailored Content for Each Platform

    Diversity in content creation is key. Each social media platform has its unique characteristics, and your content should reflect that. Whether it’s Twitter’s concise posts, Facebook’s preference for longer posts accompanied by visuals, or Instagram’s emphasis on high-quality visuals and witty captions – tailor your content accordingly. Visuals have a universal impact, with Facebook posts containing images experiencing 2.3 times higher engagement than those without images. Incorporate a mix of images, videos, blogs, and live video to keep your content strategy dynamic.

    Foster Content Sharing Among Your Audience

    Social sharing is a potent force in brand marketing. Encourage your audience to share your content, as it not only reaches their immediate network but also acts as a personal recommendation. People are more likely to share content that resonates emotionally, incorporates humor or aligns with their values. Including social sharing options in your blogs, e-commerce store, website and email content facilitates seamless sharing directly from those followers.

    Run Targeted Campaigns: Launching specific campaigns via social media platforms can help you reach your intended audience more effectively. These could be promotional campaigns, awareness campaigns or even user-generated content campaigns. The key is to ensure they are targeted towards the users most likely to be interested in your product or service. Use the data you’ve gathered about your audience to help you in this targeting process. 

    Leverage Influencers for Strategic Partnerships

    Connect with influencers whose audience aligns with your brand. Collaborate on content, giveaways, or establish affiliate fee structures. Analyze influencers’ posts to glean insights into content that resonates with their followers. Mentioning influencers, partners, and customers on your platforms creates a sense of community, fostering engagement and expanding your reach.

    Cultivate Meaningful Relationships with Your Customers

    Social media is a two-way street. Engage with your customers to build relationships, which, in turn, contributes to brand awareness and increased sales. Customer interactions on social media provide an opportunity for potential customers to learn about your brand and gauge your interests through your responses. Recognition and appreciation, expressed through mentions, further solidify the sense of community around your brand.

    Invest in Posts and Advertising

    As social media platforms evolve, organic reach has diminished. To counteract this, investing in promoted posts and paid advertising may be essential. Craft ads that seamlessly blend with organic content, as they tend to perform better and yield higher conversion rates. Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options to ensure your content reaches the right audience.

    Regularly Evaluate and Measure Your Progress

    An effective social media strategy requires continuous evaluation. Track engagement statistics, post visibility trends, and referral traffic through website analytics. Experiment with different content formats, posting times, and advertising strategies until you find what resonates best with your audience. Regularly measuring and adapting to the changing landscape will ensure sustained success in your brand marketing efforts.

    Conclusion

    A well curated social media strategy is imperative for effective brand marketing in today’s digital age. By understanding your audience, tailoring content, fostering engagement, and strategically utilizing influencers, brands can navigate the dynamic landscape of social media and build a strong and loyal customer base. As the social media landscape continues to evolve, staying agile, adaptable and continually assessing your approach will be key to staying ahead in the competitive world of brand marketing.            

    The following article is attributed to Walplast senior VP group marketing, CSR & business head – P2P Division Aniruddha Sinha.