Painting emotions in a low-involvement category
Background
Diwali is the occasion around which most Indian households, especially in the North, get their homes renovated and repainted.
The Task
In the face of increasing competition, JKWallMaxX Putty as a market leader was aiming at maintaining its pole position, through building a brand love campaign.
The Challenge
Diwali is also the time when the ad space is cluttered with advertising from all sorts of brands either celebrating some aspect of the festival or directly pushing for sales through functional advertising. Wall Putty is also a low involvement category for the final consumer (which makes them the secondary TG), as painters-contractors (primary TG) are the key influencers in decision-making when it comes to wall putty.
Insight
Many painters (more than half) are migrants living in big cities, who are unable to go to their hometowns during Diwali as this is the busiest time of the year for them. They choose work and making money for their families back home instead of being able to celebrate with them.
Our Approach
To tackle both the primary & secondary TG through an insight-based campaign that leaves an emotional impression, with putty and paint processes serving as the backdrop.
Initial Research
We conducted research in a few major cities with over 300 painters to understand if their inability to go home during festivals was actually a pain point. The result was a resounding yes. (62%)
The Campaign
We believed this insight and data fit in perfectly with the brand’s AndarSeSundar platform which talks about the inner beauty of walls (achieved through putty) and inner beauty of people. It became the right platform for us to talk about the inner beauty of the painters (primary TG) who sacrifice their own Diwali, so to say, to make sure our Diwalis (secondary TG, homeowners) are perfect. Thus, was born #AndarSeSundar 2.0:
We came up with a 3-pronged approach for the brand love campaign:
Phase I: Building the theme through realistic story-telling
We tied up with the influential Lallantop channel which has a massive reach in the Hindi-speaking belt (with 20 Million+ Subscribers) to do mini-docus on real painters who were unable to go home. Also included teasers for phase II.
Phase II: Film-based launch
We launched a long-form narrative film (3 mins) with an emotional story. The film showcased the inner beauty of a painter who races against time, despite setbacks, to make sure the homeowners’ home is ready in time for their first post-wedding Diwali celebration. The Homeowner couple, in return, perform an AndarSeSundar act to make sure the painter can reach home to his family in time for Diwali.
We paired up with the Indian Ocean band for the song included in the film, with the lyrics written by our writer.
Phase III: Event + Socials
We walked the talk by organising a painter mela (carnival) and inviting all those painters who couldn’t make it home for Diwali. Plus, all the collaterals were spread through different social channels.
Media Mentions
Results
JK Cement leverages emotional storytelling on YouTube to drive high relevant reach & engagement
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While we set out to achieve 20% Brand Recall, by our endeavours we were able to achieve 23%.
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We reached out 2X more audience than planned, both in terms of reach and interactions.
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On the other fronts, we saw a lift of 13% consideration intent, making sure that our voice not only reached to the homeowners who were getting their house painted but also to the painters.
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The Teasers and docu-episodes in Lallantop stories phase garnered 3 million views with more than 7 million impressions and 5000+ engagement.
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The campaigns on Google delivered 50M ad impressions. The hero film was viewed more than 50 million times reaching more than 60 million people and more than 7.5 million interactions
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Post the campaign we measured impact on Recall & Consideration for JKCWallMaxX using Google Brand Lift Study. Associated questions included JKC WallMaxX along with 3 competitor brands-Birla White, Asian Paints & Berger Paints
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We got a best in class response with 23% relative increase in recall and 5% increase in brand consideration. Both of these surpassed the effectiveness benchmarks set by Google.
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Across age segments, highest lift for JKC WallMaxX was seen in the 35-44 segment, which resonates with the segment (married couple) captured in the video ad
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Consideration Lift was highest in people interested in “Architectural Services” (13.4%) due to current intent.
Awards
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Won gold at Brand Equity DG+ Awards ‘23 for best festive campaign.
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Won best use of content and awarded for best campaign in the construction and real estate category at ET Brand equity Kaliedo 23.