Saint-Gobain launches brand campaign to establish purity in glass

18 Apr,2019

By A Correspondent


Saint-Gobain has launched its latest brand campaign, highlighting the purity of its glass apart from clarity that it is already synonymous for.


Said AR Unnikrishnan, Director, Sales & Marketing, Saint-Gobain India Private Ltd. – Glass Business: “Saint-Gobain has been the frontrunner in 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 being witty. It brings a smile across and leaves a deep impression on what we are trying to convey.”


Added Rajdeepak Das, Chief Creative Officer, South Asia, Leo Burnett: “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 showing any emotions. This has been a fun and learning experience for me and my team. Hope the audiences enjoy this ad as much as we did in making it.”



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