“Hindware’s journey from bathroom to living room has been phenomenal”

Hindware Appliances recently announced the launch of the first phase of a new multimedia campaign for its IoT, Voice, and gesture-enabled range of chimneys. The campaign highlights the essence of silence, using its trademark ‘MaxX Silence’ Technology feature, which produces less noise when compared to conventional auto-clean chimneys.

In this video interaction with Adgully, Rakesh Kaul, CEO and Whole Time Director, Somany Home Innovation Ltd, speaks about the objective and thought behind Hindware Appliances’ ‘MaxX Silence’ chimney ad, how the new normal has led to an increase in focus on Digital and much more.

How has Hindware Appliances’ marketing journey been so far? Are young couples the new target audience?

It has been a phenomenal journey as far as Hindware brand is concerned with the appliances category. We are an iconic name in the category of bathrooms. We touch the lives of millions of people day in and day out through our brand, and we have been a legacy brand and a trusted brand for the last six-odd decades. I think the journey from the bathroom to appliances to kitchen to the living room has been phenomenal. We’ve seen the brand evolving over the period of last 4.5 to 5 years. It has given a very meaningful construct to our consumers’ lives.

What we have done during this journey of five years is that we have taken care to understand that how do we evolve our offerings to the current consumers’ needs, as there are young couples. So, from that perspective, the journey has been phenomenal. We have largely remained a digital-first approach brand and that has also helped us cater to the right section of the consumers – the target crowd, as you call it.

Watch the entire conversation below: