Marshalls tears down a wall of false beliefs
The latest campaign has conceptualised by Water Brand Consulting
BestMediaInfo Bureau | Delhi | June 14, 2013
The No. 1 wallpaper brand in the country has taken a down to earth advertising communication route in an attempt to change common beliefs held around the concept of wallpapers. Based on intensive research and conversation with customers, the fact came to light that in spite of wallpapers having a high awareness quotient, many people were just not taking that crucial step to actually try them. Water Brand Consulting, the agency handling Marshalls, has designed a on-the-face and to-the-point communication package that is being rolled out pan India. The campaign debunks false notions like `Wallpapers peel off', `Wallpapers are loud', ` Wallpapers are hard to maintain' and ` Wallpapers are not durable'.
The proposition is communicated very simply and candidly. Vandana Sethi, Director & Founder, Water Brand Consulting, said, “Only a hard-hitting communication campaign that talks straight to the target audience's logic and aesthetic sense in unison could be a solution.”
Karan Sharma of Marshalls Wallpaper, commented, “Simplicity and authenticity are the strongest ways to communicate and convince a customer base that is largely sitting on the fence.”
“In the wallpaper business, false beliefs are the biggest reason why the product is not being tried out as much as it should. It is definitely imperative that we come out and vociferously urge people to change their beliefs,” added Mona Menon, Marshalls Wallpaper.
The print campaign will be supported by innovative radio spots on popular channels across the country and equally strong social media campaign.
The ads:
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