Hindware Italian Collection the leading brand in bathware is the Associate Sponsor for the IPL team, Punjab Kings for the IPL season 15 which started on the 26th of March. As part of the partnership, Hindware Italian Collection logo will be seen on the team’s helmet and cap.
The partnership with Punjab Kings will help Hindware Italian Collection increase its recall and enter the consideration set of the consumer seeking stylish, contemporary, innovative, and dependable products. With the overall marketing exercise, the company intends to position Hindware Italian Collection as a premium brand with strong legacy and trust of its proverbial brand, Hindware.
In an exclusive interaction with Medianews4U, Charu Malhotra – Vice-President, Marketing – Brilloca Limited spoke about the association, the new collection and the ROI for the brand from this association.
In a country where cricket is worshipped and IPL is the most-watched tournament, what was the strategy behind this association with Kings XI Punjab?
Over the years, IPL has emerged as one of the biggest cultural moments for cricket fans across India. Our partnership with Punjab Kings provides a great opportunity to drive visibility at a national scale, especially to build recall for our new brand logo for Hindware Italian Collection. We see it as a good strategic investment to get pan-India reach and exposure.
Hindware recently unveiled its new logo, the idea and what do the colours, White, Black & Gold denote? Can you also tell us more about ‘Brilloca’?
With the overall rebranding exercise, our intention is to position Hindware Italian Collection as a premium brand with strong legacy and trust of its proverbial brand, Hindware. The logo for the Hindware Italian Collection in white, gold, and black represents luxury, triumph, and success, with the word “Italian” written in an elegant calligraphy font. This approach helps our Italian Collection to establish credentials and enter the consideration set of the consumer who are seeking products that are stylish, contemporary, innovative, and dependable.
This year the IPL is bigger, what will be the ROI for the brand by this association?
This year, IPL has gone much bigger; there are two additional teams and 14 additional matches compared to the last season. From a consumption point of view, fans now have more access points across their smartphones, TVs, laptops and tablets. We expect this to increase the average viewership considerably, thereby impacting the overall ROI in a favourable manner.
What will be the other marketing initiatives other than the association in IPL?
Our marketing strategies are at the heart of changing industry dynamics; we have always followed a 3600 integrated pan-India marketing approach with activations across TV, Radio, Print and Digital mediums. We are actively focusing on bringing digital to the core to ensure we bring information to our consumers at the convenience of their homes. The new normal presents a host of opportunities for us, consumers have increased their spends on upgrading and remodelling their homes; from a touch point perspective, buyers are increasingly consuming information on online. Therefore, we have increased our presence across YouTube, Facebook, Instagram, and Twitter.
Hindware is a well-known brand, there was also an advertising campaign, and can you elaborate on this?
As industry leaders and trendsetters, we have always believed in presenting thoughtful campaigns, campaigns that bring out real emotions in a set up that our audiences can relate to. Keeping in mind our contemporary audiences, we launched the ‘Thoughtful is Beautiful’ campaign with an objective to bring in the category shift in the industry as per the requirements of millennials who look forward to functionality as well as aesthetics. For this, we launched a 360-degree integrated brand campaign that featured a series of multilingual films in English, Hindi, Kannada, Telugu, Malayalam ensuring a wider reach across the country. To further boost the reach, we leveraged media platforms including print, radio, outdoor platforms, digital, online, and OTT. This year, aligned to the growing awareness for hygiene, the campaign featured Hindware’s newly launched touch-free products including sensor-based faucets and water closets that have been designed to enable better safety and hygiene in households.
