New Delhi: Parryware, India’s leading bathroom brand has joined hands with Nila Madhab Panda for his upcoming movie ‘Halkaa’. The film that has traveled to over 15 International film festivals across the globe,essays the story of a slum child’s dream to free himself From open defecation and have a toilet of his own. It’s a story of his heroism and aspirations. The film has Won Two Best Film Grand Prix at Montreal and Poland Film festivals and selected in 15 other Prestigious Film Festivals worldwide.
Parryware has always been a thought leader in the bathroom industry and been on the forefront of providing access to better sanitation and hygiene facilities to the people of India. The film also reflects the same and highlights the need to curb ‘Open defecation’ in India. This unique partnership extends to cinemas, retail outlets and digital space; and is another of brand’s cross industry associations. This partnership also launches the 2nd edition of parryware Loo break campaign in cinemas.
Post receiving a great response for the first season of ‘Parryware Loo Break’ campaign, India’s contemporary bathroom solutions brand, Parryware has rolled out the second phase of its national level campaign in association with the Halkaastarring Tathastu, RanvirShorey and Paoli Dam.
The campaign is first of its kind in the industry breaking clutter and making the brand synonymous to Loo breaks. The TVC breaks the conventional advertising, where it will mark the beginning of intermission and will be played across 170+ PVR in 35 cities ensuring complete attention of the viewers.
Commenting on the Partnership, Mayuri Saikia, Marketing Head, RBPPL said, “When the Nilabh’s team came to us with the proposal, we found it to be a perfect fit for both the brands (Parryware & Halkaa) as the film address the key issue of Open Defecation that Parryware has been consistently advocating for the past 60 years. Films today have emerged as a very effective medium in reaching out to the public and efficiently imparting the message across. We can assure you that once the film is out, it will reinforce Parryware’s thought leadership in the industry. ”
Commenting on the campaign launch, KE Ranganathan, MD, Roca Bathroom Products Pvt Ltd said, “Given the fragmented segment that the brand operates in, bathroom as a category is yet to be claimed and consumers hardly pay attention to multiple brands that they come across in a day during different environments. Post the success of our first ‘Loo Break campaign, the second phase of is aimed at strengthening brand’s popularity in the market and interact with the audience in most unique way making Parryware synonymous with loo breaks.”
Apart From this, the brand is promoting the partnership & new product launches through innovative POS at more than 2000 dealer & retailer stores across India.
Creative Agency: Dentsu Impact Pvt Ltd
Director: Kapil Tanwar
Production House: Prachar Communications Pvt Ltd