BeanstalkAsia releases series of films for HomeSure Tile Ex by Walplast

BeanstalkAsia, an Integrated Marketing Communications  agency in India and Nepal, delivered a series of films for HomeSure Tile Ex by Walplast. The films aimed to position  HomeSure Tile Ex as the "Expert with Power of 4 Aces" offering tile adhesive  solutions.

The first film titled, “Toh Rishta Pakka Samjhein” is a take on an Indian arranged marriage  scenario, showcasing the twist when the girl inspects the boy's home and focuses  on broken tiles, leading to the introduction of Tile Ex.

The second film titled, “Chipak Chipak Ke,” illustrates the consequences of not seeking advice, as a family  attempts comical and unconventional fixes for fallen tiles, only to face failure. Tile Ex emerges as the solution.

The third film titled, “Tiles Ki Terahvi,” a sequel to the previous film, ties in the Indian ritual of "Terahvi" with broken tiles.

Speaking about the performance of the films, Aniruddha Sinha, Senior Vice President,  Marketing, CSR, and Business Head, P2P division, Drychem India, opined,  “HomeSure Tile Ex Tile Adhesives stands out as a technologically advanced and cost-effective  solution in the market. Seeking to communicate the benefits engagingly, BeanstalkAsia  delivered a campaign that was humorous and has effectively highlighted the advantages of '4  Aces’. Executed primarily through digital and on-ground activation in key cities across the  West, North, and Eastern parts of India, the campaign has already achieved impressive results.  With 4.5 Mn+ views & nearly 3 Mn+ unique viewers, and 1.4 Mn+ impressions on YouTube,  these figures are noteworthy, particularly given our focus on a niche B2B audience comprising  architects, builders, contractors, engineers, and Tile applicators. We also achieved a 52%  secondary growth by volumes during the first 9 months of FY24.”

Upendra Singh Thakur, Founder Director of BeanstalkAsia, remarked, "Tile adhesives  typically fall into a low involvement category, with end consumers often showing less  engagement in the decision-making process compared to their involvement in selecting tile  designs. Targeted towards the B2B audiences, this category presented an opportunity to  leverage humour and exaggerate situations to capture audience attention. The campaign is  centred around slice-of-life concepts that have high recall with an unexpected twist,  encouraging the target audience to 'expect the unexpected'."

The creative and strategy team, led by Thakur, worked closely with director  Shashii Bhushan, Creative Director Naresh Mestry, and the entire production team to bring  these narratives to life.

Credits:

Agency: BeanstalkAsia

Client: Walplast

Brand: HomeSure Tile Ex

Creative and Strategy Head: Upendra Singh Thakur

Film Director: Shashii Bhushan

Music Director: Rimmi Dhar

Creative Director: Naresh Mestry

Business Head: Murali Menon

Art Director: Jayesh Wadwal

Concepts and Script: Srilekha Vyas and Uday Pawar

Client Servicing: Dylan Pereira

DOP: Surendra Singh Farswan

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