After over a decade, glass-manufacturer- Saint Gobain has released its ad campaign, ‘Subway Baby’. The brand has in vested about Rs 10 crore in the new campaign, Unnikrishnan AR, director-sales and marketing, Saint-Gobain India Glass Business, told ETBE. “70% of the ads are being aired on television while 20% is being spent on digital and the rest 10% on on-ground activation,” he added.
According to AR, the Indian glass market is valued in the range of Rs 7,000 crore – Rs 8,000 crore. This includes all kinds of applications, glasses, auto-motives, among others.
The TVC conceptualised by Leo Burnett India communicates the product proposition that is, purity of glass. The campaign is being aired on TV across 50 channels including Hindi, English and regional channels. On digital, the brand plans to educate consumers through content. ‘What purity in glass means and why it’s better for them’, are some of the topic the brand will cover in the education programme on digital. Additionally, the brand utilise sports events such as the Indian Premier League (IPL), ICC World Cup, the General Elections through content on digital platforms like Hotstar and SonyLIV.
Rajdeepak Das, MD, Leo Burnett India and chief creative officer (CCO), APAC, Leo Burnett said that the shooting duration for the campaign was around two months and among the challenges in its execution was that the film was shot across Eastern Europe in harsh winter conditions. “The brief was simple, to advertise something that the consumer can’t see. The way the team cracked it was by coming up with the thought that if we create a story where if you remove the background, it is actually a bigger story,” he said.
Das added that it was only during casting for the ad that people were told to just stare at the camera and nowhere else to get the act right.
According to AR, the brand doesn’t associate with any brand ambassador as the objective is to convey the product as a hero. “Through the campaign, we wanted to convey an international image for the brand with a dash of sophistication and humor,” he said.