HIL Ltd. celebrates new TVC campaign
HYDERABAD, India, September 7, 2021 /PRNewswire/ — Charminar, the premium brand for roofing solutions from the house of HIL Ltd. (a flagship company of the CK Birla Group), Indias leading and Asia most trusted building materials company, launched an integrated marketing campaign to announce its new range of colored roofing sheets with the aim of maintaining their leadership position in the market and increasing brand love for their consumer super brand – Charminar.
Conceptualized by Scarecrow M&C Saatchi, ‘Tarakki Ke Pakke Rang’ is an extension of the brand’s existing positioning, ‘Tarakki ki chaanv mein, zindagi khushaal gujarti hai’. The earlier campaign placed roofs as shelter on the road to success. The addition of colors means there is more to these roofing sheets than just aesthetics. It’s about party. It’s about announcing your arrival.
‘Tarakki Ke Pakke Rang’ stems from the insight that success is a long journey. And the more time, patience and hard work it takes, the more colorful it is; Just like the colors of mehendi. Parallel to this, the film is a musical journey with four friends; a farmer, a poultry farmer, a mechanic and a milkman and tell their success story as they celebrate the most important occasion of their lives – their children’s wedding. It captures their celebration and the pride to make it big through beautiful moments enhanced by a groovy song.
Backed by a great background music, lyrics and vocals, the TVC wants to capture the incredible and colorful spirit of India. The commercial ends on a captivating note –“Tarakki Ke Pakke Rang jo aapki shaan ko saalon tak fika na padne de” which beautifully sets the mood for the commercial and helps unravel the plot and emphasizes the quality, durability and reliability of Charminar Roofs. The campaign comes to life through various media and has been adapted into 7 regional languages.
Commenting on the TVC campaign, Dhirup Roy Choudhary, MD & CEO, HIL Ltd., said “Over the past 75 years, Charminar has been the number one choice for sustainable roofing for rural and semi-rural markets. Colors are an integral part of the Indian lifestyle and fit well with the aspirations of the rural masses. Our new campaign – Tarakki Ke Pakke Rang , celebrates village life with a striking display of countless colors of success and prosperity. Charminar colored roofs will be an ideal choice for all residential and industrial needs in all weather conditions. We are confident that the new campaign will strengthen the confidence that BIRLA & CHARMINAR as bringing brands with them with top quality products and bringing a new wave of happiness to customers, masons and channel partners alike.”
Manish Bhatt, founder-director, Scarecrow M&C Saatchi, said, “Charminar colored roofing sheets aren’t just about providing shade and shelter to a home. There’s more to it. It’s about celebrating the different colors of life; the colors of happiness, love and success.” With ‘Tarakki Ke Pakke Rang’ we wanted to celebrate the long and tiring journey to make it big in life.”
With a rich heritage spanning more than 75 years, HIL’s Charminar has been at the forefront of innovation, listening to and anticipating consumer needs and delivering best-in-class roofing solutions. The new colored roofing sheet is another robust product manufactured using special paint technology and perfectly suits the aspirations of a rural consumer. The product is suitable for various constructions including homes, factories, warehouses, bus stops, shops, parking lots, livestock sheds and poultry farms.
Creative team behind the TVC:
Client: HIL (CK Birla Group)
Customer team: Vijay Lahotic, Hemlata Sagar
Creative agency: Scarecrow M&C Saatchi
Director: Tathagata Singha
Production house: Jamurah Films
Creative team: Manish Bhatt, Vijay Assudani, Yuvraj Gorule
Account Management: Mangesh Mulajkar, Wayne Oliver
Links to the TVC:
HIL Limited, established in 1946, is a flagship company of the $2.4 billion conglomerate, CK Birla Group. The company has been providing comprehensive building materials and solutions for 75 years and has achieved market leadership by developing and marketing the most sustainable and relevant products that are future-ready, of high quality and in which innovation is central. HIL has 5 major brands: Charminar, Birla HIL, Charminar Fortune, Birla Aerocon and the recently acquired German flooring brand Parador. The company has 21 state-of-the-art production facilities in India, and two production sites in Germany and Austria. It is committed to innovation through dynamic R&D facilities in India and Germany. HIL pioneered green technology, keeping in mind the paradigm shift to green building materials nearly a decade ago. HIL diversified into a wide range of products that are environmentally friendly and beneficial. Given its strong emphasis on customer focus, HIL Limited also ensures widespread reach through an extensive sales and distribution network spread across India and 80 countries worldwide. Its strengths are truly its employees, loyal dealers and satisfied customers. With consistent efforts to grow the business sustainably, HIL has also been certified as a Great Place to Work® and awarded Mr. Dhirup Roy Choudhary, his MD and CEO as “The Most Promising Business Leader of Asia 2018 & 2019″ by the Economic Times. The company has also won the Iconic Brand Award, Asia Most Trusted Company Award, Best Company of the Year Award and has had Superbrand status for many years.
SOURCE HIL Ltd.