Earlier this year Window Magic, a premium manufacturer of Engineered uPVC and Aluminium Windows and Doors, launched a campaign to sensitise citizens of the social evils plaguing society. Titled ‘Darwaza Band’ meaning “close the door”, the campaign has identified a list 12 of social evils that are rampant not only in India, but around the world.
These include, Food Waste, Domestic Violence, Child Labour, Cyber Bullying, Substance Abuse, Corruption, Environmental Destruction, Animal Cruelty, Workplace Harassment, Body Shaming, Racism and Pollution.
MediaNews4u.com caught up with Manish Bansal, Director, CEO, Window Magic
Q. From a marketing perspective what are going to be the priorities and goals for Window Magic in 2025?
Increasing brand recognition and entering new areas will be Window Magic’s top marketing initiatives in 2025. The company will concentrate on expanding by utilising partnerships, specific local campaigns, and digital marketing tactics. To satisfy changing consumer demands, innovation will be crucial, with a focus on providing energy-efficient and adaptable window solutions.
We will improve the customer experience by offering individualized services, loyalty plans, and robust after-sales support to maintain client loyalty. By focussing on these priorities, we aim to drive sustained growth, stay ahead of industry trends, and build lasting relationships in an increasingly competitive market
Q. Will marketing be a year round activity or are there certain periods like before the onset of the monsoons that will be more important?
To keep a steady brand presence and engage customers all year long, we will engage in year-round marketing. A consistent marketing strategy guarantees that the brand is at the forefront of consumers’ minds all year long, even though weather-related worries may cause demand to spike during specific times, such as before the monsoons.
Window Magic’s year-round strategy keeps the brand competitive and relevant despite shifting market conditions by allowing it to capitalise on both long-term growth and seasonal possibilities.
Q. How did the idea for the ‘Darwaza Band’ campaign about? What are the various facets to it?
India is home to numerous vices – from domestic abuse to widespread corruption. The Darwaza Band (shut the door) campaign is aimed awareness among the general public to restraining oneself from indulging in these vices.
The primary objective of Darwaza Band campaign by Window Magic is to leverage our vision for sustainable and better future for all and is synonymous with our Sustainability initiatives, to the extent that we have even launched a mascot named Mr. HOS (High On Sustainability)
Q. Will marketing activities done in 2025 be linked to revenue generation? Or is it more about brand building?
All our Marketing initiatives and campaigns are two-fold – brand building and revenue generation. Let me explain: A customer with a top-of-mind recall of a particular brand is more likely to go in for the purchase.
On the other hand, when we build brand awareness among prospective customers, they will go in for the purchase when their need arises. Having said this, it is important to reinforce thought leadership in the segment that we are operating and carve a niche in the segment.
Q. Which are going to be the key markets and TGs that will be targeted for growth?
Key urban markets will be the focus of Window Magic. There will also be an emphasis on moving into tier two and tier three cities, which have an increasing number of middle-class residents.
Real estate developers seeking dependable window and door products for new constructions, builders and contractors for residential and commercial projects, architects and interior designers for customized offerings, and middle-to-high-income homeowners seeking long-lasting and sustainable solutions will be the main target groups (TGs). This diverse approach will drive growth across multiple segments.
Q. In terms of marketing vehicles used in 2025 how important will social media be?
Social media will be extremely important for our marketing strategy in 2025. It offers an invaluable platform for reaching and engaging both consumers and industry professionals.
Through platforms like Instagram, Facebook, LinkedIn, and YouTube, the brand can showcase product innovations, share customer success stories, and engage directly with target audiences. Additionally, social media will enable customized advertising, which will aid in reaching particular geographic and demographic groups.
Q. Facebook has changed its content moderation policy. What are Window Magic’s views on this?
We view Facebook’s updated content moderation policy as an opportunity to ensure more responsible and transparent communication with its audience.
The brand recognises the importance of maintaining a positive, respectful environment online, and supports policies that prevent the spread of misinformation or harmful content
Q. What role is AI playing for Window Magic in various areas from marketing to its Window and Door systems that look to conform to international quality standards?
Today, technology, especially AI and Robotics is playing a key role in products and services. At Window Magic, we are using Artificial Intelligence for visualising the right type of product and personalize it according to the need of the customer and synchronise it with the interiors.
In addition to this, we use AI for making more informed decisions and to respond to customers’ queries and complaints in a timely manner; analyse market trends to gain more deeper and better insights into the ever evolving customer needs and requirements.
Additionally, we use AI tools to make our ERP process more wholesome, richer and fulfilling. On the manufacturing front, which we plan to implement in the future, we will be using AI to develop custom products in terms of thermal insulation to different parts of the house.
Q. One medium being used for the ‘Darwaza Band’ campaign is Mall Activation. What role will on-ground play in the marketing mix for the company in 2025?
The ‘Darwaza Band’ campaign’s mall activations will be a crucial component of the marketing mix since they provide direct, engaging customer interaction. By enabling consumers to engage with the campaign in person, it will increase brand awareness and strengthen their bond with the company.
In addition to providing useful data and real-time feedback, on-ground activations provide unique experiences that can generate attention on social media and through word-of-mouth.
Q. In the Influencer Marketing space for the ‘Darwaza Band’ campaign what will the company look for before partnering with influencers?
Before partnering with influencers for the ‘Darwaza Band’ campaign, the business will concentrate on choosing people who share the same values as the brand and its target market. Relevance of the influencer to the product, audience demographics, and engagement rates are important considerations.
For an influencer’s voice to truly connect with their audience, authenticity is essential. To prevent any possible brand mismatches, the business will also evaluate prior partnerships and the influencer’s reputation. Impactful effects will also depend on the capacity to generate conversation or action around the campaign and the inventiveness with which content is created.
Q. Will Blogs, Public Relations be used to help shape brand narrative? Kindly elaborate.
Yes, Blogs and Public Relations (PR) will be key in shaping the brand narrative. Blogs offer an opportunity to provide in-depth content, educate the audience, and improve SEO while fostering engagement around the campaign.
They help position the brand as an authority in its field. PR, on the other hand, gives the business the ability to manage and magnify its message through events, press releases, and media coverage. The brand’s values are reinforced, trust is developed, and public perception is managed with the aid of this strategic communication.
Q. How will the company use traditional media like print, TV in 2025?
As part of a well-rounded, multi-channel marketing plan, the business is probably going to keep using traditional media in 2025, such as TV and print, in order to reach a wide range of consumers. With strategically placed advertisements in newspapers and magazines, print publications, which are industry relevant, will be utilised to build brand awareness and credibility, particularly to reach local or elderly audiences that still interact with print materials.
With social media gaining a strong foothold in brand building, this medium will continue to be a key medium for reaching a large audience, producing emotionally charged ads or campaigns that raise awareness of our brand.
