HIL Charminar Roofing Sheet Case Study featured image

HIL Charminar Roofing Sheets Digital Marketing Case Study


HIL, a flagship company of the CK Birla Group is one of the world’s largest manufacturers of roofing solutions – Fibre Cement sheets, Asbestos Cement Sheet etc


HIL Limited wanted a  Facebook advertising campaign to promote their “Charminar” fiber cement roofing sheets product across multiple states in India. The campaign period was from January 2024 to March 2024.

Charminar Roofing sheet case study creatives


The primary objective of this campaign was to generate leads and increase brand awareness for HIL’s Charminar fibre cement roofing sheets among potential customers in various locations.

Challenges Addressed

The campaign aimed to reach a widespread audience across multiple states, overcoming the challenges of diverse demographics, languages, and cultural preferences. Additionally, it sought to effectively communicate the Charminar roofing sheets’ benefits and unique selling points in a visually appealing and engaging manner.

Target Areas / Location

The campaign targeted audiences in the following states:

Madhya Pradesh, Uttar Pradesh, Bihar, Chhattisgarh, Gujarat, Maharashtra, West Bengal, Jharkhand, Punjab, Odisha, Tamil Nadu, Haryana, Andhra Pradesh, Telangana

Target Audience

The primary target group for this campaign were rural farmers involved in poultry and livestock rearing, who were potential customers for HIL’s roofing solutions.




The campaign utilized Facebook Ads, leveraging various ad formats and targeting options to reach the desired audience effectively. The ads featured visually appealing creative elements, including images of the Charminar roofing sheets and messaging highlighting their benefits and unique selling points.

Activities Done

The campaign involved creating multiple ad sets and advertisements tailored to Livestock and poultry farmers, in different geographical locations and target audiences. The creatives highlighted the benefits of using Charminar Fiber Cement roofs for the sheds housing cattle and poultry birds. Benefit slogans like

Garmi mein Murgiyon ko Dhup se bachati hai” conveyed unique benefit-focused messages to farmers engaged in these activities. The vernacular ads were optimized for maximum reach, engagement, and lead generation.

Charminar case study Telegu creative


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In summary, the Facebook Ads campaign by HIL Limited for their Charminar fiber cement roofing sheets product successfully reached a vast audience across multiple states, generated a significant number of leads, and achieved their objectives of increasing brand awareness and promoting their product effectively. It highlighted the success of highly focused digital campaigns in rural locations.

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