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Benelave from HSIL rolls out new brand campaign starring Kareena Kapoor Khan

Wednesday, May 11, 2016, 13:00 Hrs  [IST]
By HB Staff | New Delhi

The new campaign ‘Looks good, works great’, brings out the seamless adaptation of Benelave, a surprisingly affordable range of faucets, shower products, sanitaryware and bathroom by Hindustan Sanitaryware and Industries (HSIL) featuring Kareena Kapoor Khan. Kareena, the face of Benelave will be seen essaying different roles in the campaign which weaves in the regional flavours of India and the brand’s features with catchy phrases, ‘Beautiful can be tough too’, ‘shower hua iqrar hua’, to name a few. The new brand campaign has been conceptualised by creative agency Caakwan.

Commenting on the sidelines of the campaigns unveiling during Benelave channel partners ‘meet and greet’ with Kareena, Sandip Somany, JMD, HSIL Limited said, “I am confident the campaign will connect with the brands audience, the new age consumers of emerging India. It will be implemented across 50 plus metros, mini metros and towns. Benelave is positioned as the branded alternative at a consumer friendly price point. With this campaign we are aiming for two clear targets for Benelave, increase the brand decibel and recall in the consumer mind and aim to capture 12-15% market share in the mass market segment.”

The first phase of the campaign will roll out shortly beginning with a strategic print and outdoor media initiative. Simultaneously on-ground branding at airports, malls, in-store branding and digital media will provide additional support to multiply consumer connect points.”

“I am extremely enthusiastic to partner with Benelave,” said Kareena Kapoor Khan. “With India’s evolving bath space story unfolding at a steady pace, it is great to see a leading company like HSIL giving equal attention to brands across price points without compromise but solely focused on the evolving modern customers. Benelave as a brand spells affordability, durability and modernity which are portrayed in this new campaign. The campaign is a candid rendition of this burgeoning bathroom story which is meant for all.”

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