The Background:

HIL (Hyderabad Industries Limited), founded in 1946 and a proud member of the renowned CK Birla Group, stands as a prominent leader in India’s building materials sector. One of HIL’s powerhouse brands, Charminar Ultra Cool, wished to launch a new campaign for urban and rural citizens to defend against the sweltering Indian summers with their cool roofing solutions, reducing indoor temperatures by up to 8°C with a Solar Reflective Index of 99.

The Challenges:

A key challenge of the campaign was to effectively engage a diverse and widespread audience across the Indian market, particularly targeting agricultural and industrial regions where the roofing sheets could serve multiple purposes. This required conveying the features and benefits of the sheets in a clear, innovative, and creative manner while simultaneously emphasizing their practical applications. Using this approach, the campaign attempted to guarantee that all potential customers understood and valued the benefits of the roofing sheets.

The Strategy: घर को रखे ठंडााााा (KEEPS THE HOUSE COOOOOL)

Using the memorable tagline घर को रखे ठंडााााा (KEEPS THE HOUSE COOOOOL), Tempest set out to captivate a broad audience by clearly highlighting the product’s core benefits across all promotions. This streamlined communication strategy skillfully combined both B2C and B2B marketing techniques, demonstrating the versatility of the roofing sheets for both residential homes and commercial establishments. The campaign’s communications not only enhanced product visibility but also positioned HIL Charminar Ultra Cool as the go-to choice for keeping customers refreshingly cool.

The Execution:

CIP – Logo and Positioning of the Product

Blue was strategically selected as the dominant colour of the campaign, evoking a sense of coolness and handsomely complementing the historic yellow and red hues of the iconic Charminar logo. The shield symbolises the exceptional protection the sheets offer, shielding customers from the harsh glare of the sun.

Print Advertising: Visually appealing and informative posters, manuals, brochures, and more were created with the primary objective of persuading consumers to make informed decisions with quality assurance and reliability almost instantaneously.

Shop Branding: The agency recommended that building materials shops be branded with print advertisements of HIL Charminar Ultra Cool.

Vehicle Branding: The agency also adapted print advertisements such that all the informative advertisements could be mobile in their message across Indian roads.

Digital: Static invites adaptable to sharing on WhatsApp and other social media platforms spread the word about HIL Charminar Ultra Cool and its features swiftly across the digital plains.

THE Outcome:

By employing a powerful and versatile communication strategy, we successfully conveyed a concrete message to their customers, offering protection from the unforgiving summer heat while ensuring a cool and comfortable experience. The vibrant and informative advertisements not only captivated the audience but also reinforced consumer confidence in their choice of roofing sheets. This campaign not only bolstered the timeless reputation of the HIL Charminar brand but also cemented its position as a trusted and enduring market leader. Through a multifaceted communication strategy, we effectively highlighted the product’s benefits, reinforcing their market leadership and ensuring a cool, comfortable experience for customers.