Integrated marketing communications agency in India and Nepal BeanstalkAsia has created ad films for HomeSure Tile Ex by Walplast. The films aim to position HomeSure Tile Ex as the “Expert with Powerof 4 Aces,” offering tile adhesive solutions.
The ‘Power of 4 Aces’ signifies Easy Application, Superb Adhesion, Excellent AquaSafe properties (water resistance), and Accessibility across India.
The HomeSure Tile Ex brand, a part of Walplast’ s B2C interface, aims to provide cost-effective solutions against tile issues such as cracking, peeling, and chipping. The product offers a range of tile adhesives suitable for various types of tiles, both internal and external.
For end consumers, HomeSure Tile Ex the company explains provides a budget-friendly solution with time-saving benefits, high water resistance, and durability for various areas in the home.
Drychem India senior VP marketing, CSR, and Business Head – P2P division Aniruddha Sinha said, “HomeSure Tile Ex Tile Adhesives stands out as a technologically advanced and cost-effective
solution in the market. Seeking to communicate the benefits engagingly, BeanstalkAsia delivered a campaign that was humorous and has effectively highlighted the advantages of ‘4 Aces’.
Executed primarily through digital and on-ground activation in key cities across the West, North, and Eastern parts of India, the campaign has already achieved impressive results. With 4.5 million+ views and nearly three million+ unique viewers, and 1.4 million+ impressions on YouTube, these figures are noteworthy, particularly given our focus on a niche B2B audience comprising architects, builders, contractors, engineers, and Tile applicators. We also achieved a 52 per cent secondary growth by volumes during the first 9 months of FY24.”
BeanstalkAsia founder director Upendra Singh Thakur said, “Tile adhesives typically fall into a low involvement category, with end consumers often showing less engagement in the decision-making process compared to their involvement in selecting tile designs. Targeted towards the B2B audiences, this category presented an opportunity to leverage humour and exaggerate situations to capture audience attention. The campaign is centred around slice-of-life concepts that have high recall with an unexpected twist, encouraging the target audience to ‘expect the unexpected’.”
Film Descriptions:
1. Toh Rishta Pakka Samjhein? – Depicts a humorous take on an Indian arranged marriage
scenario, showcasing the unexpected twist when the girl inspects the boy’s home and focuses
on broken tiles, leading to the introduction of Tile Ex.
2. Chipak Chipak Ke – Illustrates the consequences of not seeking expert advice, as a family
attempts comical and unconventional fixes for fallen tiles, only to face failure. Tile Ex emerges
as the expert solution.
3. Tiles Ki Terahvi – A sequel to the previous film, humorously ties in the Indian ritual of
“Terahvi” with broken tiles, underlining the importance of Tile Ex for effective solutions.
The creative and strategy team, led by Upendra Singh Thakur, worked closely with director
Shashii Bhushan, Creative Director Naresh Mestry, and the entire production team to bring
these entertaining narratives to life.
TEAM CREDITS:
Agency: BeanstalkAsia
Client: Walplast
Brand: HomeSure Tile Ex
Creative and Strategy Head: Upendra Singh Thakur
Film Director: Shashii Bhushan
Music Director: Rimmi Dhar
Creative Director: Naresh Mestry
Business Head: Murali Menon
Art Director: Jayesh Wadwal
Concepts & Script: Srilekha Vyas and Uday Pawar
Client Servicing: Dylan Pereira
DOP: Surendra Singh Farswan
Feedback: [email protected]
