By Our Staff
BeanstalkAsia, an integrated marketing communications agency, delivered a series of films for HomeSure Tile Ex by Walplast.
Speaking about the performance of the films, Aniruddha Sinha, Senior Vice President, Marketing, CSR, and Business Head – P2P division, Drychem India Limited, said: “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+ views & nearly 3 Mn+ unique viewers, and 1.4 Mn+ 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% secondary growth by volumes during the first 9 months of FY24.”
Added Upendra Singh Thakur, Founder Director of BeanstalkAsia: “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’.”