Sanitaryware Industries Ltd (HSIL) has reshuffled its advertising agencies following a pitch held in April. HSIL is part of the Somany Group and has a diversified range of products encompassing sanitaryware, bath fittings and concepts, and kitchen sinks and appliances. HSIL has three brands, Hindware, Keramag and Rassi; Hindware is the flagship brand.
The pitch saw four agencies in the fray, including Moddus Media, Triton, Ideas and RelioQuick. The Hindware brand was with Madison Creative earlier. Madison Creative opted to move out of the business and Moddus Media was appointed as the new agency. Moddus Media has already been working on HSIL's Rassi brand, kitchen sinks and Trash Masher.
HSIL has appointed, RelioQuick, also a Delhi based agency, to work on Keramag. Keramag is HSIL's international brand of bathroom solutions and was handled by Moddus Media till now.
HSIL's advertising spends on all its brands will amount to around Rs 16 crore annually. The media buying and planning continue to be handled by Shakun Advertising.
Commenting on the development, Ved Berry, vice-president, marketing, HSIL, says, "We were looking for a fresher perspective on our brands and wanted to give them an international look and feel. Moddus Media and RelioQuick were able to provide the best looking campaigns, which lifted the brand imagery and made it compatible with international brands."
HSIL has competition from domestic brands such as Parryware and Crea. "The approach provided by both agencies will help us place our brands way above the imagery of the domestic market," he adds.
Pravash Mishra, director, Moddus Media, remarks, "The advertising of sanitaryware products tends to revolve very much around the bathroom set and feel. We have approached Hindware in a way that puts it completely class apart from other players in the market. We will focus more on the quality and styling aspects of the products and let it play in the mind of the consumers." The first press campaign and TVC will be released by mid-June.
Recently, Moddus Media also bagged the advertising duties for Leh Berry Juices and Mineral Water.
The media mix for HSIL's brands comprises press ads, outdoor advertising and television commercials.
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