Bathroom solutions company Parryware, has launched a campaign titled ‘YouRooms’, to position the bathroom as a place where one can truly be themselves. Conceptualised by Denstu Impact, the film aims to tell users to choose the best products in their bathrooms, since they’re not just bathrooms, but a place where one can express themselves without judgement.
The film begins with a voice over that describes the feelings that every member of a family, irrespectibve of their age, is experiencing. Through excitement, anxiety, happiness, fear and heartbreak, they’re all seen expressing their most inhibited selves without the fear of being judged. Throughout each scene, there is a showcase of Parryware’s bathroom products.
K.E Ranganathan, managing director, Roca Bathroom Products, said, “In today’s busy life, the bathroom is the only place where we get to be ourselves. After all it is where the proverbial throne rests. At Parryware we wanted to celebrate the space where we can be our true selves, a space where we can express ourselves. Washrooms today have transcended the term and have now become YouRooms. This campaign is a celebration of you and your YouRoom. We had a great time working with the creative minds at Dentsu Impact while coming up with the concept. The creative brings out the joy from each of the family members as Parryware makes them feel so good and elevated. The campaign will be on air in all leading television channels across India including popular regional channels. We expect to reach out to over 100 million viewers during the first phase of the campaign"
Anupama Ramaswamy, managing partner and national creative director, Dentsu Impact, said, “Bathrooms have always been positioned as a beauty space or a utilitarian one. However, I believe a bathroom is the only place where you can truly be you. It is a place which gives you the freedom to be whatever you want and do whatever you wish, without anybody seeing and judging you.
The campaign will be rolled out across TV, print, radio, OOH and digital.