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Lowe Lintas unveils campaign for Astral Pipes; actor Salman Khan appointed brand ambassador
MUMBAI: Lowe Lintas has unveiled a new campaign for Astral Pipes, the sanitary product offering from the house of Astral Poly Technik.
The campaign features actor Salman Khan, who has been appointed the brand ambassador for Astral Pipes.
This is the first time that Astral has roped in a high profile brand ambassador. Sharing his thoughts on Salman Khan being chosen as the brand ambassador, Astral Poly Technik MD Sandeep Engineer said, “Our association with Salman Khan is in sync with our brand communication that highlights the strength of our products. We are confident that our association with Salman Khan as the brand ambassador will further strengthen our brand image and take it to the next level.”
Explaining the campaign’s concept Lowe Lintas ECD Sagar Kapoor said, “Being a low involvement category, the homemaker does not take keen interest in deciding on the quality and make of pipes for their homes. With leakage being the most common problem, it is the plumber who decides on what to purchase without even consulting with the homemaker. Through this TVC, we wanted to convey that if you wish to resolve the issue, then it is essential that you tend to the root problem – bad pipes.”
With a number of players operating in the marketplace, the challenge was to make the communication sound different yet appealing. While leakage is a common problem facing many households, not many players came forward with the promise of offering foolproof solutions to tackle the problem – something that Astral Pipes conveys with conviction in the commercial.
On casting Salman as a plumber, Kapoor said, “Astral wanted to become the first choice of the homemaker and offer adequate leakage-proof solutions. We realised that our biggest influencer was the plumber and therefore to celebrate him we used Salman’s character as a plumber who’s also the face of the brand.”
Astral Poly Technik plans to put out more executions of the concept in various on and offline touch-points including television, social media, outdoor and activation to reach out to the masses in the coming months.