Marble manufacturer, Stonex, has rolled out its first campaign for India titled, 'True shine is timeless', featuring actors Prateik Babbar and Rahul Bose.
Conceptualised by Shreyansh Innovations, the film aims to promote the marble category and the shine components of the brand.
The film features Babbar entering Bose's house for a party, boasting about his brand new purchases. As he enters the house, Babbar is left speechless at Stonex's marble shine, which he assumes is brand-new. The film ends with Bose recounting to a stunned Babbar, that the marble in his house is six years old, indicating its timeless endurance.
Siddharth Kumar, chief marketing officer, Stonex Group, said, "While interacting with customers from across the world, we realised the one common animus about building their homes, that it stays forever new. We aim to nourish the 'new' factor with product innovations that ensure long-lasting beauty."
Shreyansh Baid, founder, director, Shreyansh Innovations, added, "Marble as a category has never been advertised in India. So the pioneering campaign had to be something that just doesn't entertain the consumer but also educates him, on what goes behind in choosing the perfect marble for one's home. And this campaign aims to do both in equal measure."
Debdarsan Dutta, chief creative officer, and Vaishakh Jhunjhunwala, creative director, Shreyansh Innovations, added, "When you are creating something that's a category first, you need to hit a sweet spot, and for us, it was the use of the words 'brand new'. We Indians have used this phrase for a long time. Twisting this phrase and landing the campaign with the promise of 'true shine is timeless' was the objective. We hope the campaign touches the right chords amongst the target audience too."
The campaign is being rolled out across OOH, print, and digital.
Client: Stonex India
Agency: Shreyansh Innovations
Production house: Chaser Films
Director: Karthik Ramnathkar
Producers: Puskarraj Kelkar, Taresh Pujari, Karthik Sherlekar, Guneet Rekhi