Sanitaryware brand, American Standard has unveiled a multi-media campaign. The campaign has developed a creative property of an American Standard family - a young, contemporary, premium family that visually holds the campaign together. The four TVC executions show the family in different situations that explains the functional superiority of American Standard products in an engaging, humorous manner.
Apart from the four TVCs, the campaign includes an outdoor and a strong digital push. The TV campaign includes all major national channels with a particular focus on news channels as well as regional channels. “We wanted to create an engaging, approachable and premium brand imagery that drives consumer awareness, store traffic and sales,” says Aparna Deshmukh, senior director, marketing, Lixil South Asia.
The company has also deployed hundreds of handheld devices at the store level. The devices help the consumer navigate the product portfolio, choose products and place orders at the store.
As women in the Indian advertising industry continue to share allegations, the British advertising consultant and vocal supporter of the #MeToo movement calls for more women—and men—in India to keep speaking up.