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Tag: Beanstalkasia

  • Laminar campaign dances past 60 million views with The Waltz in full swing

    Laminar campaign dances past 60 million views with The Waltz in full swing

    MUMBAI: Laminar Tiles’ latest brand campaign, The Waltz, has waltzed its way past 60 million views and clocked over 75 million impressions across platforms proving that even the flooring under your feet can be fabulously cinematic.

    Crafted by Mumbai-based integrated agency Beanstalkasia, the campaign spins a compelling tale of love, luxury and lifestyle all set on the glistening canvas of vitrified tiles. Starring Nepali stars Aayushman Deshraj Joshi and Niti Shah, the film features a rhythmic dance through a sleek modern home, subtly flaunting Laminar’s key features: brilliant shine, durability, anti-skid safety, scratch resistance and easy cleaning.

    Lumbini Ceramics Managing Director Ashutosh Khetan said, “With The Waltz, our aim was to go beyond the product. We were interested in showing how Laminar tiles fit into everyday life and create joy through the solutions offered. By blending creativity, storytelling, and a multi-platform strategy, we have successfully positioned Laminar Tiles as a lifestyle brand. This campaign has allowed us to successfully communicate our values to our consumers and position ourselves as a competitive force in the market.”

    Beanstalkasia founder Upendra Singh Thakur said, “At BeanstalkAsia, we believe that impactful brand storytelling begins in the digital space, where engagement is immediate and conversations are organic. With The Waltz, we adopted a digital-first approach, leveraging social media and influencer collaborations to create a strong emotional connection with our audience. By building early momentum online, we ensured that the campaign resonated with viewers before expanding into theatres and traditional media. This campaign is a testament to Beanstalkasia’s commitment to pushing the boundaries of brand communication, and we are proud to raise the bar in Nepal’s evolving media landscape.”

    But The Waltz is not just a visual treat it’s also a digital masterclass. Beanstalkasia’s digital-first strategy tapped into early buzz via Instagram collaborations, user-generated content and partnerships with over 10 Nepali mega influencers. The result? Organic traction, enthusiastic shares, and a campaign that was trending even before it hit theatres, LED screens and outdoor locations.

  • Roopkala (Marine Lines) unveils latest bridal collection ‘NIA’

    Roopkala (Marine Lines) unveils latest bridal collection ‘NIA’

    Mumbai: Roopkala, the luxury women’s ethnic wear brand with a flagship store in Mumbai’s Marine Lines has launched its latest Bridal collection, ‘NIA,’ celebrating the beauty and elegance of a bride’s special day. The campaign, conceptualised and executed by BeanstalkAsia, depicts a bride’s vibrant journey through love, tradition, and culture.

    Shot in the stunning landscapes of Nepal, NIA represents brilliance in bridalwear designs and the emotions tied to wedding rituals. The campaign is captured by renowned photographer and filmmaker Kishor Kayastha, who, in collaboration with BeanstalkAsia, has crafted a visual story that embodies every bride’s dream of looking and feeling extraordinary on her special day.

    “At BeanstalkAsia, we wanted to go beyond showcasing just beautiful clothes – we wanted to capture the heart of a bride’s emotional journey. We have worked to create a visual story that seamlessly blends Roopkala’s rich heritage with the modern bride’s desire for luxury and grace, all shot in the beautiful and serene locations of Lower Mustang in Nepal. The campaign broke in print, OOH as well as other digital and social media platforms,” said BeanstalkAsia founder Upendra Singh Thakur.

    “NIA is designed to reflect the joy, anticipation, and love that surrounds each moment, making it a truly unforgettable collection for every modern woman. The NIA collection, featuring exclusive Sarees and Lehengas with exquisite artistry and intricate craftsmanship, is now available at the flagship Roopkala store at Marine Lines, Mumbai and its online store as well, offering brides a chance to celebrate their wedding journey with unparalleled elegance and style,” added Roopkala director Mukesh Motla.

    NIA is more than a wedding collection; it celebrates the bride’s journey from the joy of mehendi and the exuberance of sangeet to the sacredness of haldi and shaadi, culminating in the grandeur of the reception. This collection envelops the bride in timeless elegance while reflecting the emotions of each celebration.

  • 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.

  • BeanstalkAsia creates brand campaign for Nepal’s Surya Life Insurance featuring celebrated singer Indira Joshi

    BeanstalkAsia creates brand campaign for Nepal’s Surya Life Insurance featuring celebrated singer Indira Joshi

    MUMBAI: Aimed at creating awareness for the Life Insurance segment in Nepal, Surya Life Insurance – a leading player in the category in Nepal, roped in celebrated singer Indira Joshi –popular for being a judge on the Nepal Idol television show, as their Brand Ambassador earlier this year.

    BeanstalkAsia has conceptualised and created a musical campaign utilising the full potential of the versatile and popular singer as the brand ambassador. The melodic brand song is young, peppy, positive and has a stickiness that people would love to hear and sing-along. While the brand song translates the ethos of the brand and conveys the promise of trust and service excellence, the brand film reflects the imagery of a happy and content family secured by Surya Life Insurance. Aptly captured by their positioning “Your Future, Our Responsibility.”

    Explaining the campaign BeanstalkAsia  founder Upendra Singh Thakur –r, said, “Firstly, there isn’t much product differentiation across Life Insurance companies as it’s a highly regulated industry. Secondly, life insurance as a category has a very poor awareness and weak penetration in general, hence there was a need for a campaign that catches attention and has stickiness. The sing-able brand song and film conveys the promise of trust and assurance of our service delivery and will help uplift and spread awareness about the category as well. The musical film written and directed by Mr. Janak Deep Parajuli, portrays a happy family/people picture, something that the Surya (which means the Sun in English) always emanates – warmth, brightness, protection and positivity.”

    Speaking about the association with singer Indira Joshi Surya Life Insurance  CEO Shiva Nath Pandey commented “It has been a delight to associate with Indira Joshi as the brand ambassador of Surya Life Insurance. She is a popular youth icon, and is a household name in Nepal . Her popularity coupled with her confident, dependable and trustworthy persona identify with the brand and make her a perfect brand fit. I am confident that a popular celebrity such a Indira Joshi will surely bring the category and its importance, to the public lime light and help create a strong positive brand imagery for Surya Life Insurance.”

    BeanstalkAsia Nepal head of business, strategy and planning Suboh Thapa further added that, “As a first phase of this association, we have launched the brand campaign, positioned on the trust and assurance messaging, to grab mass attention and spread awareness about both the  brand and the category. Presently the campaign will be promoted through the brand’s social media handles and through other digital mediums. Once the lockdown eases and more relaxations come in force, integrated approach across TV, print, radio, theatres and other strategic mediums will be rolled out. Going forward we have many activations planned with the mission to educate the people of Nepal on the many benefits of having a life insurance.”

    BeanstalkAsia is a new age creative advertising and digital agency in India and we expanded our footprints to Nepal by setting-up our company and office in Kathmandu in 2019. Drawing from our varied and successful experiences in the Indian market in the fields of brand strategy, mainstream advertising, digital marketing, web-based solutions, mobile applications and high-end graphic design, BeanstalkAsia offers a series of similar services under the aegis of BeanstalkAsia Nepal managed by Mr. Aman Singh Pradhan as the local partner in Nepal.

  • Beanstalkasia bags the creative and digital mandate for the miss nepal beauty pageant franchise for 2020 & 2021

    Beanstalkasia bags the creative and digital mandate for the miss nepal beauty pageant franchise for 2020 & 2021

    MUMBAI: BeanstalkAsia has been given the creative and digital marketing mandate for the Miss Nepal 2020 franchise of The Hidden Treasure that was established in 1995 by the Kathmandu Jaycees. The agency will be working closely with the franchise owners to revamp the brand Miss Nepal 2020 in Nepal and develop its global salience through a brand refresh exercise across various touchpoints, creating strategic partnerships and alliances, and a robust digital marketing strategy.

    Upendra Singh Thakur, Founder, Beanstalk Asia, further added, “The Miss Nepal property is not a mere beauty pageant, it is a platform that produces brand ambassadors for Nepal and therefore it needs to attract talented young women from all walks of life and not only aspiring models. Besides refreshing the brand image of Miss Nepal, we will also be looking at strategic alliances with brands and services and their seamless integration to give this property a new impetus.”

    Speaking about the mandate, Subodh Thapa – Head of Business, Strategy and Planning, BeanstalkAsia Nepal, said, “The Miss Nepal property completed 25 years last year and has progressed extremely well over the years. We are excited to work closely with The Hidden Treasure to create the much-needed attractiveness and glamour for this beauty pageant in Nepal and make it appealing to the global mindset of youth today.”

    Diwakar Rajkarnikar, Chairman, The Hidden Treasure, said, “Miss Nepal is the biggest beauty pageant in Nepal and is an annual event held in Kathmandu. Earlier, Nepal remained unrepresented in the international beauty pageants. However, over the years the property has made tremendous progress and today our young Nepali ladies are getting premier opportunities to represent Nepal abroad. The winners of this pageant represent our country in international pageants such as Miss World, Miss Earth, Miss International and Miss Supranational. The Hidden Treasure is the official license holder of all these international pageants.”

    Pramod Ratna Kansakar, Promoter, The Hidden Treasure, further added, “We are happy to have BeanstalkAsia onboard as our creative and digital partner and are looking at their expertise to refresh and reposition our brand in the offline and online space and to build its attractiveness in Nepal as well as in the global scenario. We find BeanstalkAsia to have the unique ability to develop a seamless integrated marketing strategy with a strong impetus on Digital, that can take the pageant to new heights.”

    BeanstalkAsia is a new age creative advertising and digital agency in India and we expanded our footprints to Nepal by setting-up our company and office in Kathmandu in 2019. Drawing from our varied and successful experiences in the Indian market in the fields of brand strategy, mainstream advertising, digital marketing, web-based solutions, mobile applications and high-end graphic design, BeanstalkAsia offers a series of similar services under the aegis of BeanstalkAsia Nepal managed by Mr. Aman Singh Pradhan as the local partner

    The team has a thorough understanding of Nepal’s local culture and language. This combined, gives BeanstalkAsia the unique advantage to craft and execute bespoke campaigns that will help brands achieve their market share and also ensure an effective ROI.