Mumbai: Alstone, which works in the area of premium exterior cladding, has launched its new television commercial (TVC) featuring actor Kartik Aaryan. The campaign, with its tagline, ‘Think Cladding, Think Alstone’ aims to solidify the company’s position as a leader in innovative and durable cladding solutions, appealing to a broad audience of architects, designers and homeowners.
The TVC features a monologue where Kartik Aaryan humorously describes his ‘problem’, he can’t bring himself to leave his beautiful home. This is due to his profound admiration for its aesthetic appeal, created by Alstone’s premium cladding. He praises the products for their ‘classy, premium, stylish’ finish and exceptional durability. The narrative aims to capture the essence of the product.
Sumit Gupta, MD, Alstone, said, “This campaign is a reflection of our brand’s evolution and commitment to our customers. Alstone has always stood for trust and quality. We chose Kartik Aaryan as our brand ambassador because his dynamic personality aligns perfectly with our forward-thinking ethos. We believe his portrayal of a homeowner so in love with his space will deeply resonate with millions of Indians and shift the perception of cladding from a simple material to a vital element of architectural design that brings dreams to life.”
The campaign’s narrative is designed to introduce Alstone as the ultimate solution for creating beautiful and elegant homes. The TVC broadens the brand’s appeal beyond the professional construction sector to include the end consumer. Alstone’s cladding is presented as a product that not only protects and beautifies a building but also enhances the spaces where life’s most cherished moments unfold.
Pankaj Malhotra, Vice President, Sales & Marketing, Alstone, elaborated on the strategic thinking behind the campaign. “We recognised the need for a memorable engaging campaign which could provide the audience the range of breathtaking and versatile cladding solutions provided by Alstone and Kartik Aaryan was the ideal choice. His unique ability to connect with the audience made him the perfect fit. This TVC tells a story every homeowner can relate to the joy of a personal sanctuary. The tagline ‘Think Cladding, Think Alstone’ is designed to establish us as the first and only choice for all cladding needs, driving brand recall and preference in the market.”
The launch of the TVC will be supported by a 360-degree marketing campaign across all major media channels, including digital, print and out-of-home advertising. Alstone’s commitment to innovation extends beyond its products to its marketing strategy, ensuring it remains at the forefront of the industry. The campaign aims to drive significant growth in the top-of-mind recall and awareness about the Alstone’s innovative, aesthetically appealing cladding solutions not only amongst the Youth and relevant target audience but also inspire a new wave of architectural creativity.
https://youtu.be/lGADu2RZXKg?si=dM27JNEZBE-2j0gQ
