Somany TVC 2019 | Zameen Se Judey
According to the company, the TVC conveys whether its style, quality or technological brilliance, Somany matches international standards. It persistently makes effort towards offering quality and delivering excellence.
“Somany has carved a niche for itself as a relevant and trusted company today with its dynamic capability to evolve with changing décor aesthetics over the years. It understands its consumers, and in return, its patrons trust Somany to offer the best tiles, sanitaryware and bath fittings products in India. Both Somany Ceramics and Salman Khan have one thing in common that the TVC has wonderfully captured, the fact that both have established themselves as an unchallenged leader in their respective Industry and still remain grounded, which is the thought behind Zameen se Judey,” Abhishek Somany, MD, Somany Ceramics Ltd, said.
The new TVC is live on the Somany’s digital platforms and scheduled to go on air in the coming week. The campaign’s essence is that ‘no matter how high you soar or how successful you are, you should always be rooted and remain grounded’.
Zameen Se Judey essentially signifies Somany’s humble and rooted approach, which we have tried to capture in our campaign with Salman Khan. When equated with Salman’s personality, the campaign’s essence is that ‘no matter how high you soar or how successful you are, you should always be rooted & remain grounded’.
“Jo Sitaare Aasman mein udhte hai, who zameen se naata nahi todhte” #ZameenSeJudey
Around The Web
Covering Note / Overall Experience: Somany Ceramics launched the new brand campaign in 2019 with superstar Salman Khan.
The thought Zameen Se Judey is a campaign that best describes Somany’s philosophy and its association with India. This year we complete 49 years in the business. While we’ve grown from strength to strength with products that match international standards, our core Indian values of loyalty, integrity and quality have remained unchanged.
However, for us, Zameen Se Judey is much more than a positioning, it also encapsulates the brand ethos. It is at the heart of every practice and process at our end. We don’t just look at it as the end goal, but as a core habit as well, encouraging a healthy work atmosphere. We created Polls with real life experiences on social media. But just asking users to poll would not have been enough. So we asked users to post stories of real life experiences of how Zameen Se Judey they are using our campaign #tag on Social Media. We also collaborated with influencers like Disha Dubey, Rukmini Ray, Architects Dairy & Shashank Shekhar and reached our target of 10.5 Mn jumps in less than 15 days with our brand ambassador and influencers.
Concept: Zameen Se Judey essentially signifies Somany’s humble and rooted approach, which we have tried to capture in our campaign with Salman Khan. When equated with Salman’s personality, the campaign’s essence is that ‘no matter how high you soar or how successful you are, you should always be rooted & remain grounded’. “Jo Sitaare Aasman mein udhte hai, who zameen se naata nahi todhte” We amplified our association with Salman Khan via engagement campaigns on social media channels targeting millennials. Through this association and our marketing strategy we excited our consumers even more and took the success story of Somany to further heights.
Innovation: To gain engagement, our messaging had to stand out amongst the audience. We banged on user generated content to attract right audience which helped us achieving the business objective—engagement. We analyzed our audience using social media trends such as Google, Facebook, Instagram and Twitter. The data helped us understand our audience behavior and gave us an accurate idea of what kind of content should be created and where we should promote it. Our content consisted of high-quality content pieces and polls. They drove our main communication and helped build engagement around it.
Execution: The Campaign was executed in 4 Phases as mentioned below:
Phase 1: Zameen Se Judey poll campaign & association of Salman Khan with the brand
Phase 2: Unveiling #ZSJ Campaign Microsite (zameensejudey.com) that held an online contest to calculate their ZSJ score & inviting stories from people where they portrayed characteristic like humility. In addition to this, stories were submitted on social channels like Facebook, Instagram & Twitter also.
Phase 3: Zameen Se Judey video on Facebook & YouTube (https://www.youtube.com/watch?v=N_q8vyTE8fQ&feature=youtu.be)
Phase 4: The HUMBLE series (Vertical Instagram Grid), each character explaining the meaning of being Humble. (https://www.instagram.com/somanyceramics/) To create a wave of awareness on social media, we leveraged Facebook, Instagram & Twitter to reach out to as many audiences as possible asking each of them to participate and share their stories.
Results: 1) We utilized each platform based on its core strength. While Facebook and LinkedIn are great platforms to broadcast information, Instagram & Twitter can be looked at to generate more engagement and drive conversation around the brand respectively.
2) Association with a superstar like Salman Khan was a huge factor in creating a lot of noise around the brand/campaign.
3) We received great participation organically and garnered more audience involvement.
4) Influencer collaboration generated more engagement and we received overwhelming response on social media through #tags, comments, likes and reach. We reached our target of 10.5 Mn jumps in less than 15 days.
The Metrics: #ZameenSeJudey reached over 10.5 million users and garnered 11.6 million impressions and over 1.9 million video views on social channels.
The HUMBLE post series worked great on Instagram with around 60% engagement rate We got more than 12K impressions with 10K+ people engaging with us (83% ER) for Instagram stories via Influencers.