Kajaria Ceramics’ latest campaign, ‘Log Toh Poochenge Hi’, featuring Ranveer Singh and Rashmika Mandanna, has crossed 20 million views on YouTube within a month of its release. Conceptualised by Innocean India, the film marks a notable shift in a category traditionally dominated by product-led communication.
The campaign integrates Kajaria tiles and Kerovit bathware into a single narrative, departing from the typical emphasis on product features such as finish, durability and range. Instead, it adopts a story-led approach, embedding the products within everyday home environments to reflect lived experiences. This direction aligns with evolving consumer behaviour, where home spaces are increasingly seen as expressions of identity and personal taste.
Kajaria’s official YouTube channel shows the film surpassing 20 million views in approximately four weeks, indicating a strong audience response. Within the tiles and home-interiors segment, campaigns typically accumulate views over extended periods. Publicly available data suggests that similar category campaigns range between 3.5 million and 17 million views over timelines spanning seven months to two years. Against this backdrop, the performance of ‘Log Toh Poochenge Hi’ provides a clear benchmark for engagement and reach in a shorter cycle.
The film’s narrative is anchored in a relatable insight captured through the recurring line, ‘Where did you get this?’. This serves as a cue to highlight how well-designed interiors often become conversation starters, reinforcing a sense of pride and ownership among homeowners. By focusing on these moments, the campaign positions Kajaria as part of everyday interactions rather than as a standalone product offering.
Kajaria has described the campaign objective as an effort to shift the brand conversation towards emotion and ownership, while strengthening its positioning as a comprehensive premium home solutions provider. The inclusion of both tiles and bathware within the same storyline also reflects an attempt to unify its product portfolio under a single brand narrative.
The campaign was developed through collaboration across multiple teams at Innocean India, including strategy, creative, digital, content and production. This integrated approach is reflected in the campaign’s rollout, which spans television, digital and social platforms, supported by print, outdoor and cinema placements. The cross-channel presence indicates a coordinated effort to maximise reach while maintaining consistency in messaging.
Santosh P Kumar, chief operating officer, Innocean India, said, "Log Toh Poochenge Hi came from a clear shift we are seeing in how people engage with their homes today. As spaces become more design led and expressive, they naturally become markers of personal taste and progress. Our attempt was to move beyond product demonstration and build a narrative where the brand becomes part of moments of attention and conversation. The idea was to create something lived in and relevant, while helping Kajaria occupy a more contemporary space in the category."
Overall, the campaign reflects a broader trend within the category, where brands are exploring storytelling-driven formats to create deeper consumer engagement while maintaining product relevance.
