Advertising, Mumbai, has bagged the advertising duties for Italian marble brand Rover. This is the first time that Rover will be advertised in India. The size of the business is estimated to be Rs 3 crore.
Commenting on the win, Krishna Upadhyaya, managing partner, Strings Advertising, says, "The challenge for us was to position the brand distinctly from other Italian marble brands and attract maximum eyeballs. We based our presentation on the premise that this brand, apart from being natural, is something more and beyond what people have known till now."
The communication for the brand has been strategically designed to appeal to both corporate consumers as well as end consumers at home, who would advocate a better-value brand with an orientation for natural marble.
The nationwide campaign will roll out in a few days. In its initial phase of five-six months, the campaign will consist mainly of media such as outdoor, print, direct marketing and below-the-line activities. It will feature in professional and lifestyle magazines such as 'Interior', 'Cosmopolitan' and 'Femina'.
For the record, 94 per cent of Rover marble is natural. It maintains the natural goodness of regular natural marble while eliminating certain inadequacies. Rover, unlike regular Italian marble, offers the possibility of larger sized, 10ft x 4 ft slabs that are identical in quality and design.
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