Gyproc - Designer Ceiling Campaign

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TVC Campaign Designer Ceiling

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Contents

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Understanding the brief

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Key Drivers

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Objective Setting

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Creative Expressions

Understanding The Brief

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Understanding The Brief The task is to establish that designer ceilings add value to the TG’s residential and/or commercial spaces and that the ceiling serves as a space where people can exhibit their

aesthetic sense by creating attractive false ceilings using decorative ceiling panels that can be an extension of their personality.

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Understanding The Brief Highlight on the benefit such as false ceilings provide good acoustics where required sounds can be enhanced and at the same time unwanted sounds can be minimized.

Given the types of materials that can be used as ceiling panels, ceilings can be made to

come alive with a little imagination and innovation, in addition to saving energy through proper insulation.

It is largely an unorganized market with the presence of local and small players. Overall

there is a huge opportunity to own a communication space which are much more strategic and extendable.

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Key Drivers •

Increasing disposable income of Individuals

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Changing perspectives on home aesthetics

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Growing Real Estate market and Organized Retail market

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Brand Awareness wrt false ceilings is high and the perception is also largely good.

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Rising quality consciousness amongst Indian consumers

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Better understanding of local sensibilities in the organized sector, hence offerings are

customized and made personal.

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Objective Setting

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Objective Setting Increase the market share by building brand awareness and appearing into the consideration set.

Bringing about a change in Consumer Behaviour. Create the need in specific markets like Tamil Nadu where there is a lack of consideration for designer ceilings.

To establish an emotional connect with our focused TG by providing them a reflection of being an achiever.

Come across as a market leader, thus drive & grow the category as a whole (be synonymous to the category)

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Creative Roll Out

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TVC Rationale Doing up ceiling has lot of emotions, from the consumer lens – he gets involved as part of designing the ceiling, plus also the pride factor post doing up.

So creating a ceiling is just not an activity, its as strong an emotional as doing up home.

Creative end line: Kuchh cheezen sirf zarurat ke liye nahi, feel ke liye ki jaati hain.

Jaise aapke ghar ke liye ek khoobsurat ceiling Saint-Gobain Gyproc. Ceiling nahi, feeling hai.

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TVC Script Scene 1

Yun toh match hum akele bhi dekh sakte hain. Lekin doston ke saath dekhne mein feel alag hai.

Scene 2 Yun toh misses ko seedhe seedhe I love you bol sakte hain. Lekin chidha ke phir gale lagane mein, feel alag hai.

Scene 3

Khel toh khillauno mein bhi nikal sakta hai, par papa ko ghoda banane mein, feel alag hai.

End Scene: Kuchh cheezen sirf zarurat ke liye nahi, feel ke liye ki jaati hain.

Jaise aapke ghar ke liye ek khoobsurat ceiling 14

Saint-Gobain Gyproc. Ceiling nahi, feeling hai.

TVC Shoot

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Final TVC

Please unmute the video to listen to the advt. audio 16

TVC Performance

More than 3500 qualified leads

15Mn views of our TVC 4lacs per month traffic on website

5.4Mn views on Social Media 17

Extension to Print, OOH and Inshop A home is where one can truly be themself. From the tiniest detail to the largest – all homes are a reflection of those who make it a home.

And no wonder the feeling of coming home is Epic.

But it could also be Majestic. All it takes is a Gyproc Ceiling.

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Visual #1 Ceiling with Majestic Wali Feeling

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Regional Extension

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Thankyou

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