Digital Marketing for a Leading Roofing Brand ‘Charminar’

About HIL

HIL Limited is a flagship company of CK Birla Group, established in 1946. It is the world’s largest manufacturer and seller of fiber cement roofing and offers comprehensive building solutions. It has achieved its market leadership by developing and marketing sustainable and relevant products that are futuristic, high quality, and have innovation at its core.

Charminar is a flagship brand from the HIL product catalog. Its exhaustive range of innovative and eco-conscious products dominates the roofing industry. This brand comprises products such as Asbestos Cement sheets, color-coated sheets, and eco-friendly non-asbestos.

Brief

Exterior Water Thinnable Acrylic Cement Primer is the perfect undercoat to prepare  your exterior walls for an excellent paint job. This water-based acrylic cement primer enhances the quality and coverage of paints for a long-lasting, smooth and beautiful finish.

We got the mandate from HIL Primer for the  launch awareness for their Primer products among traders in select pockets in India.

Target Audience

  • B2C Buyers like the farmer, small scale shop owners in rural areas
  • B2B Buyers owning agri-based industries or working in animal husbandry like Poultry Farms
  • Grain godowns, farm equipment storage, schools, parking in buildings, bus shelters, cattle sheds, warehouses, shops, chemical & textile factories, etc.
  • Influencers such as farmers, masons, carpenters, fabricators, roofers, contractors, retailers, civil
  • Engineers who influence/play a significant role in the purchase-related decisions of buyers/customers 

Target Areas

Rural markets of –

  • UP
  • Bihar
  • Maharashtra

Marketing Objectives

  • To reach the mass and generate leads
  • Building brand by improving online presence
  • Increase in brand awareness in a selected geography
  • Increase in social media engagement
  • Increase in B2B connection and B2C connection
  • Enhancing online visibility by sharing USPs of the product

An Integrated Approach

Ascent used both social media marketing and mobile marketing by

  • Strategic posts for promoting product USPs
  • Targeting audience through vernacular content strategy
  • Strategic special day posts for better audience engagement
  • SMS and OBDs to the target group in specific regions

We managed this campaign, and in a short period, we could drive significant traffic to their website and create meaningful engagement on their Facebook page. A methodical vernacular content approach was applied to raise brand awareness in the three states.

We also engaged with OBDS, where the responses to our pre-recorded messages have been excellent.

 

We also interacted with our rural target groups by sending SMS to increase awareness and reach the influencers to guide the consumers through the specifics of the product

We managed this campaign, and in a short period, we could drive significant traffic to their website and create meaningful engagement on their Facebook page. A methodical vernacular content approach was applied to raise brand awareness in the seven states of India.

Results

47K+

Total Page Likes

1.25L

Post-Engagement


37.5M

Cumulative Ads Reach

6L+

Cumulative Post Reach

26K+

Total leads generated

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