Indian sanitaryware major HSIL has launched a new campaign for its Benelave brand, starring actress Kareena Kapoor Khan. Conceptualised by creative agency Caakwan, the brand campaign ‘Looks good, works great’ brings out the seamless adaptation of Benelave and Kareena’s personality traits – individuality, style, strength of character and warmth – that help build, sustain and boost better relations all round.
Commenting on the campaigns unveiling during a Benelave channel partners ‘meet and greet’ with Kareena, in May, the company’s joint managing director Sandip Somany said, “I am confident that the campaign will connect with the brands’ audience, the new age consumers of emerging India. It will be implemented across more than 50 metros, mini metros and towns.”
Discussing the campaign in detail, Somany added, “The first phase of the campaign will roll out shortly, beginning with a strategic print and outdoor media initiative. Simultaneously on-ground branding at airports, malls, in-store branding and digital media will provide additional support to multiply consumer connect points.”
The brand’s face Kareena will be seen essaying different roles in the campaign, which weaves in the regional flavours of India and the brand’s features with catchy phrases ‘beautiful can be tough too’, ‘shower hua iqrar hua’, and more.
On the brand’s positioning, Somany commented, “Benelave is positioned as the branded alternative at a consumer friendly price point. And, with this campaign we are aiming for two clear targets for Benelave, increase the brand decibel and recall in the consumer mind, and aim to capture 12-15% market share in the mass market segment.”