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.
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