Welspun Flooring leverages influencer marketing with Amitabh Bachchan
This festive season, Welspun Flooring is encouraging Indians to revamp their floors as part of their home renovation plans through its ‘Floor Makeover In a Day’ campaign.
The multipronged campaign will see the brand launch a digital ad film featuring Amitabh Bachchan and leverage the reach of influencer marketing to highlight its economical and easy-to-install range of flooring products.
With an aim to forge a stronger connection with audiences across the country, this campaign will go live in various regions, complemented by the involvement of regional influencers, the company said in a press statement.
Through the campaign, the brand will ask influencers on popular social media platforms including Instagram and Facebook to create customised floor designs on the app and encourage their audience to engage with the platform.
Besides this, the brand is releasing a digital film with Bachchan dressed in festive attire in a room decorated with warmly lit fairy lights, lamps and diyas. The actor talks about Indians’ preference for renovating their homes but not their flooring.
Manjari Upadhye, chief executive officer, domestic business, Welspun Flooring, said, “Festivals are occasions for Indians to buy new things and redecorate their homes. However, the pre-festive redecor of Indian customers typically do not include new flooring designs mainly on account of the hassle involved. Our latest ‘Flooring Makeover in a Day’ campaign is dedicated to challenging this convention by enabling aesthetics-conscious Indian customers to upgrade their flooring along with the rest of their home décor.”
Gaurav Sarda, head of marketing, Welspun Flooring, said, “Flooring makeover is usually excluded from the list of home renovation on account of the hassles involved. Leveraging a strategic combination of OTT and OOH advertising, our cross-channel campaign aims to raise awareness about the Welspun Flooring’s Click-N-Lock tiles, helping our customers take new steps forward, literally.”