This festive season, Welspun Flooring Limited, a fully
integrated and independent flooring vertical from Welspun Group, is encouraging
Indians to revamp their floors as part of their home renovation plans through
its ‘Floor Makeover In a Day’ campaign.
The multipronged campaign has a digital ad film featuring
Amitabh Bachchan and leverages the reach of influencer marketing to highlight
its economical and easy-to-install range of flooring products. With an aim to
forge a stronger connect with audiences across the country, the campaign will
go live in various regions, complemented by the involvement of regional
influencers.
Festivals in India are often seen as occasions for new
beginnings. This is the spirit that drives people across the country to welcome
a sense of newness into their homes. Building on this tradition, Welspun
Flooring is encouraging its customers to make the brand part of their
renovation projects by making it easy and affordable for Indians to redo their
flooring with their proprietary ‘Click-N-Lock’ tiles.
Welspun Flooring has upgraded its website with an Augmented
Reality (AR)-powered visualisation platform Roomvo, an industry-first
innovation in India’s flooring space, to streamline and accelerate the process
of picking the right flooring option. Through the campaign, the brand will ask
influencers on popular social media platforms including Instagram and Facebook
to create customised floor designs on the app and encourage their audience to
engage with the platform. The influencers will weigh traditional flooring
techniques against Welspun Flooring’s new, faster and easy-to-install ‘Click-N-
Lock’ technology. Moreover, as part of the influencer marketing strategy, the
brand is incentivising people to submit their flooring designs on the WFL
website to avail of a 20% discount on the WFL range of products.
The brand is releasing a digital film with Amitabh Bachchan.
Dressed in festive attire in a room decorated with warmly lit fairy lights,
lamps and diyas, the actor talks about Indians’ preference for renovating their
homes but not their flooring. With Welspun Flooring’s promise of a fast and
hassle-free installation, the Bollywood superstar assures the audience that
they too can change their flooring in ‘less than a day’.
Manjari Upadhye, CEO, Domestic Business, Welspun Flooring,
said, “Festivals are occasions for Indians to buy new things and redecorate
their homes. However, the pre-festive redecor of Indian customers typically do
not include new flooring designs mainly on account of the hassle involved. Our
latest ‘Flooring Makeover in a Day’ campaign is dedicated to challenging this
convention by enabling aesthetics-conscious Indian customers to upgrade their
flooring along with the rest of their home décor. Using a blend of influencer
and celebrity-led marketing, we aim to raise awareness of our ‘Click-N-Lock’
range of flooring products that, as opposed to conventional flooring options,
can be installed in less than a day.”
Gaurav Sarda, Head of Marketing, Welspun
Flooring, said, “Flooring makeover is usually excluded from the list of home
renovation on account of the hassles involved. Welspun Flooring is geared to
change this dynamic by allowing Indians to augment their home decor this
festive season through our eclectic, easy-to-install range of flooring
products. Leveraging a strategic combination of OTT and OOH advertising, our
cross-channel campaign aims to raise awareness about the Welspun Flooring’s
Click-N-Lock tiles, helping our customers take new steps forward,
literally.” Courtesy: www.bestmediainfo.com
