Digital Marketing for a leading roofing brand ‘Charminar’

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Digital Marketing for a leading roofing brand ‘Charminar’

[vc_row][vc_column][vc_column_text]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 fibre 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 catalogue. It dominates the roofing industry with its exhaustive range of innovative and eco-conscious products. This brand consists of different product categories such as Asbestos Cement Sheet, colour coated sheets and eco-friendly non asbestos.


Challenges Faced

  • Customer Inertia – insufficient Brand Awareness
  • Inadequate Brand Presence in Digital Media
  • Unable to make the regional target audience aware of the Unique Technology in a simple understandable manner
  • Unable to create a social media presence
  • Faced difficulties to develop strong Influencer reachability, B2B Connection and B2C Connection


Vernacular Social Media Posts


Target Audience

  • B2C Buyers like Farmer, Small scale shop owners in rural areas
  • B2B Buyers owning agri-based industries or working in animal husbandry like Poultry Farms,
  • Grain godowns, Storage of Farm Equipment, Schools, and Parking Sheds 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 Area

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 on selected geography
  • Increase in Social Media Engagement
  • Increase in B2B Connection, 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 have been handling this for the last couple of months and in a short span of time, we have been successful in getting good traffic to their website, generating good traction on their Facebook page. A systematic vernacular content strategy was used to increase brand visibility in the aforementioned three states.


Post for Missed Call


We have been also engaging with OBDS where the responses to our pre-recorded messages have been very excellent so far

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


Results Achieved

Social Media –

  • Total Page Likes 47K+
  • Cumulative Ads Reach 32L+
  • Cumulative Post Reach 6L+
  • Post-Engagement 66L+
  • Leads generated 5K +


Leads generated 600+


Leads Generated 4K+[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”14339,14338,14337,14336,14335,14334,14333,14331,14360,14359,14357,14356,14355,14354″ click_action=”light_box” autoplay=”true”][/vc_column][/vc_row]

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