MUMBAI: Indian bathroom brand Parryware has joined hands with Nila Madhab Panda for his upcoming movie Halkaa.
The film that has traveled to over 15 international film festivals across the globe, essays the story of a slum child's dream to free himself from open defecation and have a toilet of his own. It’s a story of his heroism and aspirations.
The film also reflects the same and highlights the need to curb open defecation in India. This unique partnership extends to cinemas, retail outlets and digital space; and is another of brand’s cross industry associations. This partnership also launches the second edition of Parryware's loo break campaign in cinemas.
Post receiving a great response for the first season of ‘Parryware Loo Break’ campaign, India’s contemporary bathroom solutions brand has rolled out the second phase of its national level campaign in association with the Halkaa starring Tathastu, Ranvir Shorey and Paoli Dam.
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The campaign is first of its kind in the industry breaking clutter and making the brand synonymous to loo breaks. The TVC breaks the conventional advertising, where it will mark the beginning of intermission and will be played across 170+ PVR in 35 cities ensuring complete attention of the viewers.
RBPPL marketing head Mayuri Saikia says, “When the Nilabh’s team came to us with the proposal, we found it to be a perfect fit for both the brands (Parryware & Halkaa) as the film address the key issue of open defecation that Parryware has been consistently advocating for the past 60 years. Films today have emerged as a very effective medium in reaching out to the public and efficiently imparting the message across.”
Roca bathroom products MD KE Ranganathan adds, “Given the fragmented segment that the brand operates in, bathroom as a category is yet to be claimed and consumers hardly pay attention to multiple brands that they come across in a day during different environments. Post the success of our first Loo Break campaign, the second phase of is aimed at strengthening brand’s popularity in the market and interact with the audience in most unique way making Parryware synonymous with loo breaks.”
Apart from this, the brand is promoting the partnership and new product launches through innovative PoS at more than 2000 dealer and retailer stores across India.
Parryware introduced for the first time in India a complete bathroom customer care support during mid 1990s and has since built a strong service network across 30 cities in India.
Parryware products are manufactured in eight factories across India and is present through a strong distribution network of 7800+ dealers and retailers in the Indian market.
