There are elements within a home that stay with people over years of use, becoming part of everyday living without ever demanding attention. A wardrobe that continues to function with ease or a kitchen surface that holds its finish through daily routines, or cabinetry that performs with quiet consistency. These are subtle elements that shape how a space is experienced over time.
For decades, REHAU has been closely associated with such environments. Built on a legacy that dates back to 1948, the brand has carried forward German engineering into materials that combine precision with long-term performance. In India, this presence has strengthened steadily – thus becoming part of interiors across homes as well as workplaces where quality is expected to endure through wear & tear. It is this long-standing presence that now finds expression through a new brand film – thus, bringing familiar spaces into focus through a lens of recognition along with discovery.
REHAU’s brand film released earlier this year draws from situations that feel immediately relatable: ones where decisions take shape through everyday interactions & experience plays a key role. The storytelling builds gradually – thereby allowing the viewer to move from familiarity to recognition. In doing so, the viewer is able to understand the role materials play in shaping long-term experience.
The film is set within a lived-in space where a family walks through a well-appointed apartment with a property consultant, taking in the detailing as well as the overall finish. In the middle of this, a small moment shifts the direction of the conversation. Their child recognises the brand and calls it out with an ease that feels instinctive and familiar. That moment changes how the space is viewed.
The attention moves from what is seen to what supports it over time. The consultant builds on this recognition and places REHAU within a larger context of interiors that are defined by quality alongside consistency across years of use. The messaging stays close to this idea.
Spaces carry a deeper layer shaped by materials that perform quietly through everyday life. Across kitchens as well as wardrobes and living environments, REHAU has remained part of this layer, shaping how these spaces hold up over time and continue to deliver a dependable experience.
The film has been conceptualised and developed by creative agency X Factor Pro, with a clear focus on translating REHAU’s material expertise into narratives that connect with both end consumers as well as the wider trade ecosystem.
Medianews4u.com caught up with Sairaj Hemachandran, Senior Manager, Marketing & Communications, REHAU India
Q. What goals have been set for 2026 and what is the gameplan to get there?
For 2026, our focus is centred around diversifying from being widely present to becoming far more visible and strongly preferred within the interiors ecosystem. Over the years REHAU has built deep trust across categories alongside strong familiarity within the trade ecosystem. The next phase is about strengthening consumer recognition while expanding emotional familiarity with the brand.
This shift is being driven across both physical as well as digital touchpoints. On ground we are strengthening store branding alongside streamlining BTL initiatives and expanding our retail footprint through exclusive experience centres. The launch of our first House of REHAU in Gurgaon earlier this year marked an important step in this direction alongside more launches planned across key markets in India. In parallel we are investing heavily in social media performance marketing as well as storytelling led communication.
Our latest brand film captures this idea beautifully where the brand has always existed within people’s lives and spaces while now becoming more visible and memorable through stronger narratives.
Q. How have longevity relevance and a quality first mindset reshaped the industry and what are the implications of this for REHAU?
The industry in this arena – operates with far greater awareness around durability alongside consistency and long term value.
Customers are evaluating materials through a much wider lens that includes finish retention apart from safety precision & everyday reliability over years of usage. This evolution has raised expectations across the category while strengthening the importance of engineering led brands.
For REHAU, this aligns naturally with the way the company has approached interiors for decades. Our focus has always remained centred around delivering solutions that perform consistently over time – thus maintaining quality standards across applications. The opportunity ahead therefore lies in making these strengths more visible and more culturally relevant.
As the category matures further the conversation will increasingly move towards trust besides lifecycle value & engineering depth. These are areas where REHAU carries strong credibility and long standing relevance.
Q. From a marketing perspective is the aim going to be to create awareness on the importance of being reliable?
The larger objective is to make reliability feel instinctive and expected – whenever people engage with the brand. From a marketing standpoint, we are moving beyond functional communication towards building stronger belief systems around quality consistency & trust.
Rather than speaking about reliability in a direct manner – the focus is on creating narratives where reliability is experienced naturally through environments besides everyday moments as well as lived interactions. The idea is to ensure that people associate the brand with spaces that continue to perform beautifully over time. Our German heritage plays a significant role within this perception. It carries a deeply ingrained engineering mindset shaped around precision alongside durability & long term quality standards.
Along with this, the trust that customers have placed in REHAU for more than twenty five years in India further strengthens the credibility behind what the brand stands for today.
Q. What kind of brainstorming took place with creative agency X Factor Pro that led to the brand film?
One of the clearest directions during our earliest discussions with X Factor Pro was that the film had to move away from conventional corporate storytelling. REHAU already carries strong technical credibility alongside product leadership.
The challenge was translating this strength into something emotionally memorable while being culturally relatable within the Indian market. The brainstorming process therefore – revolved around identifying a strong consumer truth rather than simply showcasing products. During multiple workshops & ideation sessions, we discussed how premium products in India often become part of everyday conversations through lived experience. People recognise quality instinctively even when they may not fully understand the technical depth behind it.
That insight eventually became the foundation of “Yeh Toh REHAU Hai”. The thought grew into positioning the brand itself as a benchmark for superior quality finish besides detailing as well as durability & design confidence. We wanted the line to feel conversational and naturally repeatable within real life situations rather than appearing like an advertising slogan. A large part of the discussions also centred around balancing aspiration with accessibility.
Since REHAU operates across categories such as edgebands & surfaces other than flooring plus solid surfaces apart from interior solutions – the film needed to simplify the value proposition emotionally & not merely technically. The agency, alongside our internal team – jointly developed scenarios rooted in everyday moments of admiration, discovery & familiarity where the reaction itself drives brand recall.
The tonality was another important discussion point. We consciously stayed away from exaggerated luxury cues while building a narrative that felt modern besides being understated as well as sharp & premium in a natural way. Even visually the spaces and interactions were designed to feel lived in alongside authentic rather than resembling staged showroom environments.
Q. What other marketing campaigns and innovations can one expect in the coming months?
You will see a far stronger push towards storytelling led communication where the current brand film becomes the foundation for a larger series of narratives around how the brand quietly shapes everyday spaces.
On the digital side, we are investing in making REHAU more discoverable & culturally relevant through social first storytelling sharper performance campaigns plus stronger regional localisation. There is also increasing focus on leveraging technology and content innovation to scale communication while maintaining consistency across markets. A strong example of this was our recent edgeband campaign where AI enabled localisation across nearly ten Indian languages within a very short time frame.
This helped us make the communication far more accessible to our core audiences across regions alongside improving relevance within local markets.
Q. Is sustainability going to be an important theme in marketing activities?
Sustainability for us operates as a core business philosophy alongside an operational responsibility rather than a campaign theme. It shapes how we approach manufacturing apart from water conservation & resource efficiency along with long-term product development, globally.
From a B2B perspective, sustainability has also become an increasingly important part of customer conversations because material sourcing & environmental responsibility now influences decision making across the value chain. At the same time, we are making these efforts more visible externally through social media coupled with digital storytelling.
The intention is to showcase sustainability as an authentic extension of how REHAU operates globally while executing meaningfully at a local level through measurable progress and operational discipline.
Q. How will AI help with translating REHAU’s material expertise into narratives that connect with both end consumers as well as the wider trade ecosystem?
AI is opening up new possibilities around communication, efficiency and audience understanding alongside content scalability. Within a category as technical as interiors, this becomes especially valuable because material expertise often requires simplification without losing credibility or depth.
For REHAU, AI supports faster localisation & stronger personalisation in addition to more adaptive storytelling formats across different audience groups. It also helps us respond more dynamically to engagement patterns and behavioural insights across platforms.
At the same time, the emotional layer of storytelling continues to remain deeply human because interiors are closely connected with lived experiences, aspirations and everyday environments. AI, therefore – functions as a strong enabler while the larger narrative direction continues to be guided through brand philosophy along with cultural understanding and human insight.
Q. Is a clear understanding of social media platform nuances key to building compelling narratives online?
Absolutely. Every platform carries its own audience behaviour, engagement pattern & communication style. A narrative that works effectively within short form visual content may require a very different treatment within professional or insight driven ecosystems. For us, LinkedIn remains extremely important because architects in line with OEM partners coupled with industry stakeholders – actively engage there.
Communication on the platform, therefore, becomes more insight led, product focused & professionally contextualised. Instagram on the other hand, allows us to engage more visually and emotionally with consumers through storytelling around spaces, aesthetics and design inspiration.
The larger narrative remains unified while the tone depth and execution evolve according to audience mindset across each platform.
Q. Will REHAU India’s media mix in 2026 be primarily driven by digital channels or will traditional media like print TV OOH also play a role?
At this stage, digital remains central to our media strategy because it allows scalable storytelling apart from stronger audience targeting and measurable engagement. As we continue building a more consumer aware brand – digital platforms offer immense flexibility in shaping narratives dynamically.
Other than this, we continue to engage strongly with print media and industry publications especially for credibility driven communication milestone announcements as well as ecosystem engagement.
Looking ahead, OOH alongside television carry exciting long term potential for the brand particularly as consumer familiarity strengthens further across markets. The broader objective is to build an integrated media ecosystem where every platform contributes meaningfully towards long term brand building.
Q. How will REHAU India leverage the creator economy by working with lifestyle influencers to get the message across?
We operate within a category where influence works through multiple layers across the decision journey. Carpenters, architects, interior designers & fabrication professionals continue to remain extremely important because they directly shape specifications apart from product choices & final execution.
At the same time, there is a growing relevance for REHAU within the lifestyle space as home design becomes increasingly aspirational and content driven. Our creator strategy is therefore being built through a multi tiered approach that combines professional credibility alongside lifestyle storytelling.
The objective is to ensure that whether the interaction happens through a technical expert or through a homeowner led narrative – the brand continues to appear contextual, meaningful & trusted throughout the journey.
Q. How will REHAU India approach on-ground marketing by having a presence at retail events organising seminars workshops?
Our on ground marketing approach is strongly ecosystem led as well as relationship driven. A significant part of our engagement focuses on carpenters & contractors besides architects, interior designers and OEM partners through curated workshops in addition to seminars and retail activations where people can engage directly with the products and applications.
We also continue to participate actively across key industry forums and trade platforms such as Interzum & India Kitchen Congress where the larger ecosystem comes together to exchange ideas insights and innovations. Apart from the same, our flagship OEM engagement platform, REHAU Connect – continues to play an important role in building deeper collaboration with partners through more structured & long term engagement formats.
The larger intention across all these touchpoints is to drive education familiarity that is in line with stronger long term preference within the ecosystem.
Q. Is AI helping strike a balance between performance marketing and brand building?
AI is definitely helping marketers become more agile across audiences, understanding media optimisation and campaign efficiency. It enables sharper targeting & stronger behavioural insights other than more intelligent performance tracking.
At the same time, we continue to view AI as an enabler rather than the driver of brand thinking. The larger balance between performance marketing and brand building still comes from strategic clarity aggregated with consumer understanding & cultural relevance.
For REHAU, performance marketing supports immediacy while brand building strengthens long term memory among trust & emotional familiarity. AI simply allows these two dimensions to work together – more intelligently and more efficiently.
