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Water launches print campaign for Marshalls wallpapers

In the first phase the brand will appeal to consumers to come, touch and experience wallpapers

BestMediaInfo Bureau | Mumbai | February 19, 2013

Water Brand Consulting has launched a new campaign for Marshalls, a leading player in wallpapers. Based on the concept of test drive, the campaign plays on the human psyche of touch and feel.

The campaign has been designed as a phase-wise long-term campaign which will last for three months. The first phase has been rolled out pan-India in all leading print media. As part of this phase, the brand will appeal to people to come, touch and experience wallpapers. It will also convey the message that wallpapers are not only aesthetically appealing but also installation-friendly and easy on the purse. Going forward this message will be extended to outdoor and digital.

Vandana Sethi, Founder & Director, Water Brand Consulting, said, “You need to cajole and coax your way into the customer’s mind-space with logic and emotion. The first phase has already been rolled out pan-India in all leading print media. This is the introductory phase which will morph into a more tactile campaign message ‘Try it on one wall and you would want your whole home to be adorned with Marshalls Wallpaper’.”

“It did not come as a surprise when it was discovered that a good majority of enquiries were converted to sales once the customer actually `touched’ the wallpaper. There seemed to be a virtual wall of resistance on a decision based on the other senses. Water was quick to grasp this opportunity and drive home a campaign to fill this lacuna,” commented Mona Menon, CEO, Marshalls.

Water Brand Consulting’s clientele comprises leading names like Future Generali, Aegon Religare, Marshalls Wallpapers, Foam Home, The Artist, Diamond Sinks, Mahesh Lunch Home, Tata AIG and Bliss GVS Pharma among others.

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