ITV

Tag: Shashii Bhushan

  • 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.