Saint-Gobain launches national brand campaign to establish purity in glass

Saint-Gobain, a leader in glass for over three centuries, has just launched its brand campaign highlighting the purity of its glass – apart from clarity that it is already synonymous for. The focus of this advertising campaign is to establish that glass can also be measured for purity, just like other precious metals. Through consistent research & development and world-class technology, Saint-Gobain has brought down the PPM of iron content across their products to just 654. Lesser the iron content, clearer and purer will be the glass. The 654 PPM glass is presently available across the country as the standard offering from Saint-Gobain. Consumers, whether B2B or B2C, now have a measure to find out whether they are buying a pure glass or not.

Explaining the campaign, AR Unnikrishnan,
director, Sales & Marketing, Saint-Gobain India Pvt Ltd – Glass Business, said,
“Saint-Gobain has been the front-runner in the glass business for over three
centuries, yet we are the most modern and technologically advanced in the
business. Our glass is known for its quality and clarity. Our previous
campaigns, which focused on clarity, are still very relevant and have a strong
brand recall. Now, with this campaign, we take it a step further by
establishing the purity of the glass – and we do it in a very creative way. The
TV commercial begins as a horror story, but ends up being witty. It brings a
smile…and leaves a deep impression about what we are trying to convey.  As always, we are raising the bar in the
business. Earlier, it was clarity and now, it is purity. Through this campaign,
we are educating consumers on the importance of 654 PPM in a glass – the
benefits of using a glass that is clear and pure and how one could
differentiate the 654 PPM glass from the other ordinary products in the market.

Sharing his experience of working
on this campaign, Rajdeepak Das, chief creative officer, South Asia, Leo
Burnett, said, “The campaign is called ‘Subway Baby’ and it is made with a
strong storyline. This campaign has been one of the most challenging, yet
fruitful experiences for me personally. We had to showcase a product that is
actually not visible to anyone. We had to come up with an idea and a story
which could bring this to the fore. That’s when we decided to add a story to
the product with subtle humour – where one can’t see the product, but
ultimately senses its presence. To make it impactful and to the point, the
story went under several iterations. Even the casting was very unique, as we
had to tell the kid actor in the ad to stare straight at the camera rather than
show any emotion. This has been a fun and learning experience for me and my
team. Hope the audiences enjoy this ad as much as we did while making it.”

This campaign is being rolled out
nationally, across TV channels, digital platforms and even content streaming
portals. It will be supported by a strong, on-ground activation to seed the
message of purity along-with brand-recall. It will be aired across 50 channels
including regional channels and languages covering Hindi, English, Tamil,
Telugu, Marathi, Kannada, Bengali, among others.

Saint-Gobain’s glass business in
India started operations in the year 2000 in Chennai. It has cumulatively
invested over Rs.3500 crore with manufacturing plants in Andhra Pradesh,
Maharashtra, Gujarat, Rajasthan and Tamil Nadu.

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