MUMBAI: Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category.
Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming with the experience and legacy of Asian Paints, Bathsense presents unmatched aesthetics in design, quality, functionality and durability.
To introduce India to Bathsense, Asian Paints has launched a 360 degree campaign, centred on a series of TVCs for North India. The TVCs were supported by an outdoor, print, digital and radio campaign, various activations and other point-of-sale elements for dealers, plumbers and customers. The entire campaign was conceptualised and created by Madison BMB, a unit of Madison World.
The concept of the campaign, including its tagline ‘Bathrooms that understand you’, came from a powerful insight: today, bathroom products come in endless shapes and designs, but what one wants is a bathroom that smartly understands his/her bathroom expectations, including qualities like hygiene and durability.
Bathsense backed this with impactful features like abundant flow even at low pressures, self-cleaning showers, water-saving faucets and many, many more. The TVCs aimed to not only introduce these product features in a memorable way, but also showcase a unique, humorous story that could easily stand out amidst the plethora of invisible bath ads today.
The story essentially takes place in a Bathsense bathroom that understands its main user so well, he has chosen to live in it. By existing completely in a beautiful bathroom space, the story uses both quirkiness and simplicity to talk about how Bathsense products understand the user, even if the outside world might not. The repeated use of the phrase ‘Isse pata hai’ (this understands me) makes the film even more quotable and memorable. The phrase is also utilised in other elements of the campaign to provide continuity with the films. The story called for a main character who could be charming, easy-going, funny and yet classy, sometimes at the same time. Rajkumar Rao, a highly-respected Indian actor who has garnered critical acclaim for providing thoughtful performances in memorable films, was chosen for the North Indian (Hindi) film.
Asian Paints Home Improvement vice president Pragyan Kumar says, “Apart from having great designs that look beautiful, Bathsense is committed to provide innovative solutions to problems that have remained unanswered for long. We strongly believe that the campaign will help us seed brand Bathsense in the market and establish clearly to our customers that we are here to offer solutions that truly understand them.”
Madison BMB CEO and chief creative officer Raj Nair adds, “In today’s day and age, it seems almost old fashioned to find a brand’s virtue in the brand’s features themselves. Having said that, when we realised the features of brand Bathsense were as distinctive as they were, we thought why not build the proposition around the features themselves. Then came the added bonus of Rajkumar Rao who with his performance has made the campaign more memorable. Plus the music in the films is extremely quirky and catchy as well. In fact, seeing the instantaneous positive response of the dealers at the launch was an incredibly satisfying conclusion that should resonate well with consumers too.”
