MAM
Somany Tiles launches new TVC; to spend Rs 20m for campaign
NEW DELHI: In a category driven by facts and design specifications, Somany Tiles’ new television commercial (TVC) builds an emotional connect to create unique brand positioning. The ad makes an emotional appeal to the consumer using the occasion of marriage.
“People usually decorate their houses during special occasions like marriage, birth of a child and during festive season. In our new TVC we have chosen the occasion of marriage and the bride entering her new home for the first time to show how warm and welcoming every home can look by being done up with the right kind of tiles. The objective of the campaign is to involve both men and women in the purchase decision,” says Somany Tiles executive director Abhishek Somany.
According to Somany: “Taking the viewer through a tour of the house elegantly done in various concepts of floor and wall tiles, the ad demonstrates the suitability of tiles in various parts of the house bedroom, living room and bathroom.”
To make the tiles purchase more involved and create a lasting recall for the brand, the ad positions the house as a silent protagonist – says the release. The warm, welcome ambience of the house comforts the bride, when she takes her first step; and is there for the couple, after the celebrations are over and the guests have left.
The release says that the budget of Rs 20 million has been allocated for this ad campaign that went on air from 10 September 2003.
TVC fact file
Creative – Leo Burnett
Languages – Hindi and Malayalam
Duration – 30 secs and 15 secs
TV channels – Star News, Zee Cinema, HBO, SET MAX, Discovery Channel, B4U Music, etc, MTV, Asianet and Surya TV
Founded in 1972, Somany Tiles, claims to be one of the largest manufacturers of quality floor and wall tiles in India. It is also the first Indian company to have both ISO 9002 and ISO 14001 certifications.
The annual turnover of the company for the year 2002-03 was Rs 2.02 billion. Somany Tiles has been at the forefront of introducing new and innovative products like widest range of square wall tiles and jute series —India’s first jute finish tiles.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
