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Lowe Lintas Creates New Campaign For Somany Tiles

Launches a TVC to generate awareness about the ‘new avatar’ of the brand which is young and vibrant.

Hitesh Ranot | Delhi | November 30, 2010

Somany tiles has launched a new campaign to promote its new offerings which are long lasting, durable and scratch resistant tiles. A TVC has been conceptualized by Lowe Lintas to generate awareness about the ‘new avatar’ of the brand which is young and vibrant. Objective of the campaign is to position the brand as a leading player in the tiles category, with an extremely interesting and clutter breaking communication.


Somany is one of the key players in the tiles and sanitary ware category in India. While the category is quite cluttered and with brands trying to get a share of the market, Somany continued being a strong player with a very high focus on range as well as the designs. Even today, with the largest team of designers coupled with collaborations with Italian design firms, Somany offers the perfect combination of beauty and durability to the ever evolving consumer of today and the industry at large.

Lowe Lintas developed the thought around the fact that tiles need to be durable and long lasting, and should be able to handle rough use. And durability is something that Somany tiles can address easily due to its patented technology, called VC shield which is a ‘hard coat’ that makes them far more durable because of being abrasion free and scratch resistant.

The agency has developed the commercial that dramatizes the product demonstration of being abrasion resistant presented in a light hearted yet relevant manner. The tagline ‘Kuch Nahi Bigadega’ aptly summarizes this point.

The film has been shot in Kerala to give it a clutter-breaking feel, using a popular tune that aims at being strongly associated with the commercial, the brand also unveils its new logo through this communication.


R. Balki: Chairman & CCO

Amer Jaleel: National Creative Director

Syed Amjad Ali: Executive Vice President

Vikram Satyanath: Executive Vice President - Planning

Uday Shankar Rao: Unit Creative Director

Rajiv Agarwal: Creative Director

Gaurav Jhingran: Associate Vice President

Nomit Joshi: Brand Services Director

Production House: Chrome Pictures

Nikhil Rao: Director


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