Mumbai: JKCement has been on the forefront of innovation in its product choices and advertising communication. Its marquee model, JKCement WallMaxX recognized for its, Deewarein Bol Uthengi tagline has launched a brand new TVC titled, #ArtManeScience with its iconic model protagonist, Chhutkau painter.
A partnership of over 12 years, Chhutkau painter has been related to JKCement WallMaxX (previously referred to as JK Wall Putty), to teach and produce consciousness amongst painters and householders in regards to the promise of lovely and sturdy partitions. Within the new TVC, #ArtManeScience, Chhutkau collaborates with world-renowned scientist Dr. Bakshi, to teach the shoppers in regards to the A-R-T of Science that provides your partitions the world’s most lengthy lasting magnificence.
The corporate noticed the necessity to reinforce the model promise with a tangible differentiator showcasing the product’s superiority. They realized that now could be the time to shift from generalized declare of lovely partitions to particular Cause to Imagine (RTB) pushed marketing campaign and communication. The inception of the marketing campaign thought got here after an Abrasion Resistance Take a look at which was performed of their state-of-the-art lab. The workforce discovered that the floor coated with JKCement WallMaxX Putty was comparatively much less efficient whereas an exterior pressure of abrasion was utilized to it.
That is SCIENCE of ART – Abrasion Resistance Expertise!
Watch The Marketing campaign Video Under:
Enterprise Goal: To consolidate the worldwide management place of JKCement WallMaxX Wall Putty, by clearly defining the product benefits to potential prospects and dependable consumers.
Communication Goal: To anchor on the recognition of our model protagonist, Chhutkau Painter, and catch the TA’s consideration and create a outstanding model recall with a charming hook – ‘ART mane SCIENCE’.
Insights: In an effort to check the efficacy of the chosen ‘artwork mane science’ marketing campaign thought, as additionally the credibility of the ART mnemonic, the corporate went in for a pan- India qualitative market analysis. The bigger goal was to additionally gauge the present notion of each, painters and householders, in regards to the product and its present + rising aggressive universe. Whereas the model’s attributes have been already clearly understood by the audiences, what was massively thrilling, was the passion for ART as a reputable model promise. That sealed the deal for the brand new marketing campaign thought!
The marketing campaign has been conceptualized by Basic4 and delivered to life by Fullmoon Productions.
Talking on the launch of the marketing campaign, Niranjan Mishra (Enterprise Head, JK White Cement Enterprise) stated, “As JKCement WallMaxX enjoys a market management place within the Wall Putty class, it turns into vital for us to consistently innovate and provides our prospects world-class product high quality. Abrasion Resistant Expertise is an affidavit to our product’s superiority and thru #ArtManeScience marketing campaign, we can talk this distinctive worth proposition.”
In the meantime, Nitish Chopra (Head – Branding & Technique, JK White Cement Enterprise) stated, “The truth that the thought ART Mane Science, truly stemmed from our product’s worth proposition, was compelling sufficient to translate it right into a profitable marketing campaign. Clearly, we additionally had a bonus to leverage the cult- like standing of our model protagonist, Chhutkau Painter, and catch the TA’s top-of-mind house, with the intriguing hook – ‘ART Mane SCIENCE’.
However, what was notably satisfying was the execution of this marketing campaign – from the ART gallery set, to the fashionable modern sound monitor and the laborious work put in by the whole workforce. All of it made the TVC movie extra compelling and entertaining to observe.”
Goal Viewers: Major-Residence-owners, Secondary – painters/builders/ architects/ contractors/ homeowners of economic properties.
Media: A 360-degree media strategy has been adopted
• HSM Information Channel & GEC in Tv
• Main radio stations
• OOH & on-ground activations
• Digital- Social, Show, OTT, Information & Publications
Marketing campaign begin date: The marketing campaign began on September 10, 2021
Media End result thus far:
A crucial mass was reached out by the #ArtManeScience marketing campaign the place the preliminary goal of consciousness was fulfilled. 275+ Million core viewers reached by HSM information. A goal attain of 15 to twenty% was achieved by our regional tv promoting. Radio exercise ensured a mixed listenership of 8+ million in choose markets
The #ArtManeScience marketing campaign has garnered over 20 million views and 42 million impressions throughout all digital platforms with a 2X engagement than common thus far.