'Apka style, Somany style', says ceramics brand's new spot

Somany Ceramics Limited has launched a fresh and peppy 360-degree campaign, ‘Apka style, Somany style’, which reinforces the brand’s commitment to meet the diverse consumer personalities and requirements through its vast product portfolio.

Conceptualised by Ogilvy & Mather, the campaign successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies.

Speaking the insight behind the campaign, Abhishek Somany, MD, Somany Ceramics, said, “Somany Ceramics is a home-grown brand with over five decades of experience, which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles, is best suited to cater to the needs of these home owners.”

Ajay Gahlaut

Talking how the tagline and the campaign complement each other, Ajay Gahlaut, Deputy CCO, Ogilvy India, said, "Building or renovating one’s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline ‘Aapka style, Somany style’ further cements our proposition.”

The campaign will unfold with a power-packed all-round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRPs.

Elaborating on the media plan and their expectations from the campaign, Somany said, “The campaign will have a 360° reach and will be activated across all touch points such as outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life.”

The TVC:

Credits:

Client: Somany Ceramics Limited

Creative Agency: Ogilvy & Mather

Executive Chairman and Creative Director, South Asia, Ogilvy: Piyush Pandey

Deputy CCO: Ajay Gahlaut

President - Ogilvy Group Companies, North: Kapil Arora

Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta

Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay

Production House: Apostrophe Films

Director (Film): Kaushik Sarkar

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