Leo Burnett India has won the flooring vertical of Welspun Group. The agency won the mandate following a multi-agency pitch, and its Mumbai office will look after the business.
Leo Burnett India won the account on the back of its integrated approach and is tasked with creating a strategic roadmap for the brand. The agency’s primary focus is to help the vertical grow on the basis of strong insights and formidable brand communication.
Meraj Hasan, Chief Marketing Officer, Welspun Flooring, said, “To use a clichéd phrase, the idea at Welspun Flooring is to catalyse a 'paradigm shift' when it comes to do or change your flooring. We are looking at a behavioural change from the Indian consumer. Flooring can be easy, exciting, colourful and modular. We called for the top agencies to present their ideas. The strategic, as well as the creative solutions that team Leo Burnett presented, are solid and holistically crafted to achieve category leadership in line with our product and service offering. They are based on the proven humankind approach and are integrated in their essence. And here we are together in this partnership.”
Dheeraj Sinha, MD, India and Chief Strategy Officer, South Asia, Leo Burnett, added, “We have a big opportunity here with the Welspun Group in building a power brand that delivers discontinuous business impact for the flooring solutions business. We are excited about the innovations that the group has across its offerings. We need to work on behaviour change and our humankind philosophy is helping us navigate this. We are extremely excited about this relationship and we look forward to creating long-term business success for Welspun.”
Rakesh Hinduja, Executive Director and Branch Head, Mumbai, Leo Burnett India, said, “We are looking forward to increasing Welspun’s visibility in the flooring market with our strong strategy and creative-led approach. The brand exists in a complex and competitive ecosystem, and that makes our journey ahead an exciting challenge. There is much to explore in the category and we look forward to partnering with Welspun in creating meaningful and engaging work.”
The Welspun Group mainly operates in the pipes, plate coils, steel, home textiles and infrastructure industries. It has an enviable foothold in over 50 countries.
Welspun has set up an independent flooring vertical Welspun Flooring, with a state-of-the-art manufacturing facility at Hyderabad, to provide end-to-end flooring solutions. It aims to be the first player to design, manufacture and offer an expansive range of flooring products in India.