Hindware, a leading Indian bathroom fittings and sanitary ware manufacturer leveraged its twin IPL team sponsorships with Royal Challengers Bangalore and Punjab Kings through a player-fronted 360-degree campaign titled ‘Hotel Like Bathrooms’ spanning TV, digital, social, OTT, print, radio, and out-of-home activations
The marketing burst, conceptualized by Mullen Lintas, highlights the aspirations of contemporary travellers who seek the same premium bathroom experience as was previously only expected a 5-Star hotel and executions were linked by the #HindwareItalianCollection and #CheckIntoLuxury hashtags.
The campaign was spearheaded by a pair of television commercial featuring players from both teams: including some of the biggest names in world cricket like Shikhar Dhawan, Virat Kohli, Glen Maxwell, Mohammed Siraj, Arshdeep Singh and Rahul Chahar.
The TVCs aired on many of India’s leading television channels and digital platforms from 19 April and were supported by an additional pair of digital-first spots.
The campaign is further supported by some print and OOH executions, plus in-store initiatives in relevant cities and also links to additional team activations including IPL contests and social media promotions, plus its game-related IPL social media posts through the season.
“As a leading player in the bathroom solutions market, we are always looking for innovative ways to connect with our customers. We are excited to launch our latest TVC campaign, ‘5-star Hotel Like Bathrooms’, which highlights the importance of creating a luxurious bathroom experience,” explained Bath Business’ Hindware Limited Chief Executive Officer Sudhanshu Pokhriyal. “Our products are designed to offer a premium and relaxing experience to our customers, and we believe that this campaign will resonate with them. Furthermore, our campaign features cricket phenoms who are the heartline for some many cricket fans. We are confident that with is collaborated TVC we will be able to connect with wider audience and reinforce our brand’s position across Indian markets.”
Hindware Limited VP & Head of Marketing Charu Malhotra added: “We are delighted to launch our new TVC campaign ‘5-star Hotel Like Bathrooms’, which features some of the biggest names in cricket. The collaboration between Hindware and Royal Challengers Bangalore and Punjab Kings is expected to bring increased brand exposure, stronger brand positioning, enhanced customer engagement, and subsequently increased revenue for the brand. The TVC will be followed with this 360-degree integrated campaign which comprises print, radio, digital, OTT, OOH & robust social plan as we aim to leverage the one of the biggest sporting extravaganzas – IPL and connect with millions of cricket fans across t
he country.”
Comment
We know it’s just a bit of advertising-meets-cricket fun, but at Activative we aren’t quite convinced by the players’ acting skills, nor by the fact that none of the richly rewarded sports stars wouldn’t all have homes that were as smartly kitted out as a 5-Star Hotel?
It was at the start of April 2023 that Hindware, which has more than 500 franchise stores across India, was unveiled as a partner of the IPL franchises Punjab Kings and Royal Challengers Bangalore for the 2023 season. A move that extended the company’s previous marketing partnership with the IPL sides PBKS and RCB.
Malhotra explained that that brand’s association with cricket helps align it with other premium products and positions as it sought to ‘rejuvenate and refresh its identity’ and engage across the country with a focus on younger, millennial adults.
“In terms of investment on this collaboration, it’s four times higher than what it was last year,” admitted Malhotra. “We are expecting greater traction this year as well. This association is definitely something that we will stick to for the next couple of years. We’re putting activation areas in bigger stores, where we’re creating a small pitch, along with some other merchandise for cricket. We’re putting cutouts of some players and creating a selfie zone a
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