Hettich is a premium international manufacturer of furniture fittings and hardware. This year the focus will rest on among other things focussing on strengthening its lifestyle imagery by positioning itself for delivering interior experiences that combine innovation and elegance.
On the marketing front it will continue to focus on marketing across the funnel, tailoring the approach based on product categories and specific marketing objectives.
Medianews4u.com caught up with Jiteen Aggarwal, CMO – Hettich India and SAARC
Q. What are Hettich India’s focus areas going to be in 2025 from a marketing perspective?
In 2025, Hettich India will focus on strengthening its lifestyle imagery by positioning itself for delivering magical interior experiences that combine innovation and elegance. We will continue to generate demand and advocacy for our ‘Make in India’ products while expanding complementary categories such as Architectural Hardware, Blaupunkt built-in appliances, and Magic Lights to deliver a comprehensive interior experience. Engaging key influencer segments, including architects, designers, and carpenters, will be a priority to foster stronger brand advocacy.
Additionally, marketing automation will play a pivotal role in enabling data-driven, personalized marketing for more impactful customer engagement.
Q. Will the goal of marketing in 2025 be about brand building or performance marketing?
It will be a balanced mix of both, as they complement each other. Brand building remains a continuous effort, driving long-term, sustainable growth for the brand. In 2024, we upped the ante on digital marketing, and in 2025, we aim to further amplify this by taking performance marketing to the next level.
Performance Marketing will focus on immediate short term goals like driving more footfalls to APC, more conversions in D2C, etc.
Q. The luxury segment across categories has been resilient to an economic downturn. Has the luxury furniture fittings category also been resilient? If so why?
Yes, it has. Customers in the luxury segment typically do not compromise on home décor, viewing it as an essential aspect of their lifestyle.
As a result, the demand for premium appliances and high-end fittings has continued to witness growth, even during challenging economic times.
Q. Which are the key markets that the company will focus on in 2025?
In 2025, we will continue to prioritize metro cities as key markets. Additionally, we will expand our focus to the top 100 cities in India, including tier two and three cities, recognising the significant untapped potential they offer.
Q. In targeting NCCS A does digital tend to be more effective?
Yes, digital is highly effective for targetting NCCS A due to its ability to enable sharper segmentation based on interests and behaviours. For instance, platform selection plays a crucial role—options like connected TV and household-focused platforms allow precise targeting.
On Google, we focus on the top 20% income group, while on Meta, we target audiences associated with high-value goods, frequent travellers, luxury products, and premium cars, ensuring our campaigns reach the right demographic with maximum impact.
Q. Last year the company did a The Youngest Magician campaign to redefine the perception of furniture fittings. How was it received?
Furniture fittings tend to get lost in the larger scheme of things and not always get the credit for enhancing experience in a space. We wanted to highlight how Hettich’s products subtly yet significantly elevate everyday experiences, filling life with a sense of magic. The #FeelTheMagic campaign brought to light the transformative power of Hettich solutions, turning ordinary moments into magical experiences within living spaces.
The campaign’s success is evident in its numbers. The video garnered 249 million impressions, an impressive reach of 70 million and 32.8 million views. The campaign also had a positive impact on the brand lift scores increasing awareness by 8.19% and consideration by 4.38%.
It was not only appreciated in India but also at global subsidiaries across the globe.
Q. Last year the company roped in Wondrlab Network as its new creative partner. Is the game plan going to rest on marketing across the funnel in 2025 or will certain areas be prioritized more? Kindly elaborate.
In 2025, we will continue to focus on marketing across the funnel, tailoring our approach based on product categories and specific marketing objectives. While certain areas will be prioritised, such as a bottom-funnel strategy for D2C initiatives, new categories will require a stronger emphasis on top and middle-funnel activities to build awareness and drive engagement. This balanced approach ensures that we effectively address both brand-building and conversion goals.
Q. What marketing activities and campaigns will the company be doing in the coming months?
We will continue to focus on the Young Magician campaign to enhance lifestyle imagery and position the brand as a provider of magical interior experiences. There will be a greater emphasis on leveraging new-age digital platforms to connect with our audience more effectively. Additionally, D2C will play a significant role in our strategy, enabling us to strengthen direct customer engagement and drive growth.
Q. For success how important will it be for marketing campaigns to evoke a sense of emotion in consumers?
The #FeelTheMagic campaign celebrated the power of emotive storytelling by increasing consumer involvement even in a serious category like furniture fittings. By weaving a heart-warming narrative, we showcased our product offerings in a way that transcended traditional functional-led advertising, highlighting a shift in audience preferences toward immersive storytelling.
Q. What role will AI play for the company from product innovation to marketing?
In marketing, AI has already played a pivotal role in enhancing customer engagement.
For instance, we hosted the ‘Roast the Room’ contest to promote our Free Design Service, leveraging AI to create engaging experiences. Additionally, we produced an AI-generated Christmas film that subtly highlighted how we bring magic to the real world. In the film, Hettich acted as Santa’s elves, helping spread the joy of Christmas—a concept that resonated well both in India and internationally. Beyond creative campaigns, we have invested in AI-driven chat bots to ensure 24/7 support for our customers, extending our service availability beyond business hours.
Q. In terms of offering a personalised and hyper personalised experience for consumers what will be the game plan?
Our game plan revolves around leveraging marketing automation and remarketing to reach customers at the right moment, on the right device, ensuring a tailored experience throughout their journey. Customer engagement will be key to creating more prominent personalised and hyper-personalised experiences, catering to unique preferences and behaviours.
A smooth customer experience will remain a priority, whether through our website, AI-driven chat bots, or e-commerce platforms. Additionally, we will enhance post-sales support through follow-ups via email and calls, along with NPS feedback, ensuring every interaction adds value and shows our commitment to excellence.
