Welspun Flooring highlights seamless installation with a slice of life narrative
Welspun Flooring Limited, a fully integrated and independent flooring vertical of the USD 2.7 billion Welspun Group, has launched its first-ever digital campaign which aims to change existing, deep-seated perceptions about the flooring segment. Driving home the brand’s core proposition - Badal Dalo - through a series of sharp functional films, the campaign is led by the popular celebrity couple Shakti Arora and Neha Saxena.
Most people have a notion that redoing one’s flooring is a cumbersome, time-consuming and an expensive task, which often requires temporary dislocation of the members. Given this traditionally skewed view, they often avoid or stall their flooring refurbishment. Recognising this gap, Welspun Flooring introduced a disruptive, tech-led solution called Click-N-Lock tiles that challenge the status quo and offer an easy, convenient solution. Highlighting this offering, through this campaign, the brand aims to engage with consumers and urge them to change their entrenched behavioural patterns.
Conceptualized by Leo Burnett, the campaign kickstarts with three digital films based on two characters, Vikki and Vimmi, that highlight how Welspun Flooring allows quick, seamless as well as noise and dust free installation. The first film depicts a couple in their new house, enjoying the view, when Vimmi notices the otherwise dismal flooring. Immediately pulling out movie tickets, Vikki takes her away for a few hours, and in the meantime arranges for Welspun Flooring to come and set up beautiful new tiles that await the couple on their return. The second film opens with the two employees fretting over their boss’ bad mood. Coming up with a quick solution, Vimmi calls Welspun Flooring to change the boss’ cabin floor while he is occupied in a meeting, thereby altering his mood completely when he comes back. The third film, in a hotel room, showcases how the manager busies his guest couple with a spa service as he quickly gets the flooring changed (by Welspun Flooring) to suit their ask of occupying a more romantic room.
The campaign will be running across movie halls, social media platforms like Facebook, Instagram, LinkedIn and new-age entertainment platforms like Hotstar.
Commenting on the films, Mukesh Savlani, CEO, Welspun Flooring said, “At Welspun Flooring, we aim to provide innovative solutions, in terms of engineering and design, to our discerning consumers. One of our marquee products, Click-N-Lock tiles, is transforming the Indian flooring market by offering noise-free, quick, dust-resistent and seamless installations. Through the launch of our new campaign we are not only highlighting these functional aspects but also changing the preconceived notions that consumers harbour about redoing flooring.”
Speaking about the campaign Rakesh Hinduja, COO West, Leo Burnett India said “This campaign aims to showcase how Welspun Flooring is redefining the flooring industry with its innovative products and consumer friendly installation services. The campaign includes 3 content films which introduce Vimmi & Vikki through whose journey we establish the highlight of Welspun Flooring on the basis of beauty, durability and ease of installation. The light – hearted execution takes you through various slice of life situations and moods with the central characters and how Welspun Flooring is bridging the need gap with new age interior solutions”
Backed by strong R&D and extensive consumer research, Welspun Flooring products are crafted passionately by a dedicated team of experts. With its innovative, patented and technologically advanced product, the Click-N-Lock tiles, the company has redefined the mechanism of renovating one’s flooring. The tiles, available in several variants and textures, allows quick installation on existing without any dust or noise. They also come with waterproof, termite-proof, UV-resistant and scratch resistant features.