Saint-Gobain Gyproc shows a journey of feelings in campaign

Saint-Gobain India Pvt. Ltd-Gyproc Business, which deals in gypsum-based solutions, has launched a campaign ‘Ceiling nahi feeling hai’. The insight behind the campaign is that doing up one’s ceiling is an emotional experience—starting from the designing to the moments of pride when the construction of the ceiling is complete. The campaign primarily aims at bringing out the emotional connect in the category through a journey of feelings.

Designer false ceilings have become an integral part of any well-designed home interior. Saint-Gobain Gyproc, over the past six years, through smart marketing investments, has created an eco-system of trained installers who are able to fulfil the expectations of the customers in terms of aesthetics.

Sudeep Kolte

Sudeep Kolte, Vice President, Sales and Marketing, Gyproc India, said, “False ceiling is one of the fastest growing categories in the home interior space and as a market leader, it is our duty to keep growing the category. Our latest ad campaign is trying to build on the core insight that doing up a false ceiling is an intense affair with lot of emotions involved right from ideation to design choices and finally to implementation stage. A beautifully done ceiling has a pride of place in the home and is a reflection of superior taste and an elevated lifestyle.”

The new TVC features the story of different people in different spheres of life and how adding an emotional connect to any situation enhances the person’s experience. Taking a fun and light tonality, the TVC captures the consumer’s emotional journey and highlights the key aspects of Saint-Gobain Gyproc ceilings like flexibility with design and variety of customisations. While the primary audience is home-owner NCCS A 31-50, the creative is expected to win the hearts of all age-groups by virtue of its universal appeal.

Anirban Mukhuti, Head, Marketing, Gyproc India, said, “We have tried to play around with stories which are unique yet highly relatable, reflect universal emotions and transcend all barriers. The powerful visual frames have been enhanced with a strong voice-over and a catchy tag-line. The end result is a creative with the right mix of visual, audio and feel quotient, which we feel will be able to break the clutter and make Saint-Gobain Gyproc synonymous with “False Ceilings” as a category.”

With the aim of engaging with consumers across Saint-Gobain Gyproc’s growing markets, the TVC will be aired in Hindi and six regional languages and will be promoted on TV, digital and cinema.

“‘Ceiling nahi feeling hai’ is a powerful tagline providing us with a lot of leeway in terms of extending this core idea and leveraging the same creatively across mediums. We will live up to the promise by empowering our consumers with a range of design choices available digitally,” says Aninda Gupta, Marketing Manager, Gyproc India.

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