For many Indians, constructing a home is a cherished dream, but the home-building category frequently lacks consumer engagement.
While considerable time is dedicated to selecting home designs and interiors, the responsibility of procuring building materials often falls on contractors.
The technical intricacies of the category pose a challenge for the average consumer, resulting in purchases being influenced more by peripheral advantages than the actual benefits of the product.
In response to this, Tata Tiscon, Tata Steel's top-selling TMT rebar brand in India, has launched a campaign to tackle this issue, with a specific focus on the latest 550SD rebars range.
The comprehensive campaign features three ad films showcasing a friendly neighborhood engineer guiding home builders to make informed decisions, highlighting the superior qualities of Tata Tiscon 550SD.
In collaboration with Mindshare and GroupM Nexus, a multi-platform de-duplicated unique reach and frequency solution were devised across top OTTs in India, surpassing industry standards with a 10% higher completion rate and CTR in the ongoing 20-second non-skip campaign.
Nexus employed an AI-powered YouTube campaign through Copilot, achieving a 12% better View-through Rate and over 50% efficiency in planned CPVs. To boost traffic to Tata Tiscon's direct-to-consumer page for Aashiyana, the Mindshare and Nexus programmatic team utilized an API-enabled Weather-based Dynamic Data-led Creative strategy, resulting in a remarkable 5x lift in CTRs with weather-relevant ads tailored to Sunny, Rainy, Cloudy, and Cold Weather across targeted Geos.
Tata Tiscon's innovative Multi DSP Cross Platform with Copilot AI ensures seamless campaign execution across various buying platforms. Looking ahead, the Nexus Programmatic Team plans a DV360 + Trade Desk campaign, incorporating 2nd and 3rd Party Audiences, Custom Intent Keywords Targeting, and integrating Copilot AI for budget and optimisation control.
Mr. Ashish Anupam, Vice President, Long Products, Tata Steel, said, “Tata Tiscon has always strived to enable our customers to have a joyful home-building experience. This campaign attempts to guide our customers in making informed choices as they build their dream homes.”
Mr. S Karthik Narayanan, Chief of Marketing and Sales, Tata Tiscon Retail, said, “It is unfair to expect individual home-builders to have a thorough understanding of technical specifications required for selection of the right rebar. Hence, we need to guide them in a consumer-centric manner without overloading them with industry-specific terminologies.”
Client: Tata Tiscon
Agency: Wunderman Thompson South Asia
Vice President, Long Products, Tata Steel : Mr. Ashish Anupam
Chief of Marketing and Sales, Tata Tiscon: Mr. S Karthik Narayanan
Tata Tiscon Brand team: Hemant Bhargava, Amrita Gupta Juthani, Anik Bhowmik, Shivam Paliwal, Debali Mukherjee
Senior Vice President and Managing Partner,WT: Vijay Jacob Parakkal
Vice President and Senior Executive Director,WT: Arjun Mukherjee
Creative team: Aniket Chattopadhyay, Moeinuk Sengupta, Sarasij Dasgupta
Business team: Soumya Chattopadhyay, Arko Majumdar, Tridipta Dey
Production house: Now Films
Director: Anwar Sayeed