MUMBAI: Water heating solutions provider Racold has launched a new integrated marketing campaign called #ShowerDecision. The campaign aims to celebrate this moment of ‘decision making’ and urges the consumers to share them on Racold website or their social media handles via photos and videos along with the hashtag.
People who will share inspiring stories will win a swanky washroom makeover by Racold. Additionally, there are other exciting prizes like Paytm wallet cash and Amazon coupons worth Rs 500 for the daily winners.
The integrated marketing campaign has been launched on television, radio and digital platforms, including YouTube, Facebook, Twitter, and LinkedIn. A TVC has also been released supported by three digital film showcases that seed the thought of shower decisions through the testimonials of a writer, a homemaker turned graduate and an entrepreneur. The campaign will be further amplified through point of sale materials leading to category education, enabling consumers to arrive at a decision of which water heater to buy and driving participation
Commenting on campaign strategy, Ariston Thermo India managing director Ramnath V said, “The new campaign emphasises on the transformative quality of hot shower from Racold in clearing their mind and enabling to take shower decisions. It resonates with the brand pay off of reborn every day with hot water that Racold offers through its wide range of state of the art water heaters. As leader, we wanted to strike relevance with our TG at an emotive level, engrained in the core benefit. We wanted to get away from a feature based me-too communication and wanted to converse rather than communicate with our consumers. We want our consumers to play a role in defining our brand.”
Vice president, marketing Prashant Dhar further elaborated, “We are going all out to amplify this unique campaign across all mediums to let people engage with us with their shower decisions. It’s a high decibel 360-degree campaign with TV burst in select markets, PAN India digital campaign, radio and point of sale activation.”
