afaqs!, New DehiPublished: 26 Sep 2019, 12:05 PM
Marketing Initiative

Somany Ceramics new brand campaign with Salman Khan

With a shift in the Indian consumer’s mindset wherein tiles have moved from a mere functional commodity to one led by aesthetics, Somany Ceramics Limited has led the growth through pioneering marketing initiatives and is no longer just a tile manufacturer but a complete multi product solution's brand.

An internationally acclaimed organization that specializes in ceramics and allied products segment and known to be a leader in design and innovation, Somany has reinforced its image by associating with the superstar Salman Khan as its brand ambassador.

The new brand campaign with Salman Khan will showcase Somany’s humble and rooted approach with the tag line “Zameen se Judey”. Moreover, Salman’s personality, will help bring forth campaign’s essence, which is, ‘no matter how high you soar or how successful you are, you should always be rooted & remain grounded’.

Abhishek Somany
Abhishek Somany

Commenting on the new association with the Bollywood actor Salman Khan, Mr. Abhishek Somany, MD, Somany Ceramics said "Somany has carved a niche for itself as a relevant and trusted company today with its dynamic capability to evolve with changing décor aesthetics over the years. It understands its consumers, and in return, its patrons trust Somany to offer the best tiles, sanitaryware & bath fittings products in India. Both Somany Ceramics and Salman Khan have one thing in common, the fact that both have established themselves as an unchallenged leader in their respective Industry. Somany has an ever growing consumer base while Salman is a unanimously loved and respected superstar whose body of work always cuts across with the audience. With Salman’s mass appeal which cuts across different strata’s of the society, our endeavor is to reach out and establish ourselves with the masses. We are honored to have him as the face of Somany Ceramics."

Somany Ceramics new brand campaign with Salman Khan

Somany has a dedicated marketing team led by Sr. GM – Mrs. Charu Malhotra who has ensured that Somany maintains a positive Brand Development Index (BDI) throughout the past few years via various successful branding initiatives. Large ad spends, premiumisation and design innovations backed by change in perception towards tiles as a lifestyle product has ensured higher than industry growth rates for the company.

"With our new campaign ‘Zameen se Jude’, we want to firmly establish certain traits of the brand Somany such as style, wide appeal and durability along with our humbled working via a quirky yet realistic tonality. Along with airing the ad on TV, we have plans to engage in Cinema Ads, Hoardings and Print Ads with leading trade magazines as well as home and decor magazines, mainline newspapers to maximize the campaign’s reach among our trade partners and consumers alike. This will invigorate our brand and further help us to strengthen our position in the industry. On the digital front, we will be amplifying our association with Salman Khan via engagement campaigns on social media channels targeting millennials. Through this association and our marketing strategy we hope to excite our consumers even more and take the success story of Somany to further heights” said Charu Malhotra – Sr. GM Marketing, Somany Ceramics.

Mumbai Airport T1
Mumbai Airport T1
Somany Airport Branding
Somany Airport Branding

The company had also held an online contest through a microsite – ‘zameensejudey.com’ inviting stories from people where they portrayed characteristics like humility to showcase their ZameenSeJudey stories. The online contest had participation from over 500 people, who shared their stories on the website.

Somany Ceramics new brand campaign with Salman Khan

“Whether its style, quality or technological brilliance, Somany’s determined pursuit of delivering excellence has placed the brand in an illustrious bracket. I am glad to be the face of the brand, as Somany’s brand values resonates with my persona.” said the Bollywood Superstar, Salman Khan.

Somany Ceramics Limited (SCL) is one of the leading players in the ceramic industry in India. The company is a complete solution provider in terms of décor solutions with widest product selection categories – Ceramic Wall and Floor, Polished Vitrified Tiles, Glazed Vitrified Tiles, Sanitaryware and Bath Fittings. It has the largest collection of tiles and India’s largest manufacturer and marketer of tiles through its pan India presence and also exports its products to more than 55 countries across 6 continents.