MUMBAI: India’s leading home solutions brand, CERA, has developed a multimedia campaign featuring TV commercials, press and outdoor pieces that celebrate homes--kuch pal gharkenaam. The campaign idea germinated from the fact that most of us want to get away from home for a holiday, which seems ironic considering we put so much love and thought into building our homes.
The campaign, conceptualised by 82.5 Communications, formerly known as Soho Square, an Ogilvy group company, features characters from different walks of life. The first phase of the campaign will be launched with a film where we see a family getting ready to have a picnic at home. Titled 'Tent', the film beautifully showcases CERA's range of tiles, faucets and sanitaryware.
Speaking about the campaign, AnuraagKhandelwal, Executive Creative Director and Creative Head (Mumbai), 82.5 Communications, said, "In the home solutions category, one mostly sees cold product-centric commercials, with or without a celebrity. We wanted to move away from that zone and explore an emotional space that evokes conversations around varied connections we form with our homes. We hope it strikes a chord with home-owners, and is enjoyed by all!"
AtulSanghvi, Executive Director, CERA, said, "The objective of this campaign was to break away from the clutter of product+celebrity ads and connect emotionally with our customers, bringing their beloved homes and those who live in it to the forefront. Also, since CERA offers almost all product categories—sanitaryware, faucets, tiles, wellness, kitchen sinks, water heaters, mirrors—that go into making one’s once-in-a-lifetime home, it is appropriate to bring the home as centre of one’s life. This campaign delivers on the objective that CERA offers tiles, faucets and sanitaryware, beautifully."
SumantoChattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications added, "This campaign is about moving away from the norm. So, we decided on not using a celebrity and showing aspirational products in an everyday light."
Directed by KopalNaithani, the first TVC of the campaign releases this week, which will be followed by 2 more over the next fortnight.