Monday, October 21, 2019
News
NEWS HOME
»
PRN INDIA
American Standard Challenges Industry Norms With its Differentiated Advertising Campaign
  SocialTwist Tell-a-Friend  
   

NEW DELHI, October 9, 2018 /PRNewswire/ --

The 360-degree campaign offers a refreshing take on the bathroom fixtures highlighting functional superiority  

Making yet another bold and different move to disrupt advertising norms in the sanitary ware category, American Standard (a part of Lixil) launched its brand campaign that is breaking the marketing category code, conversing with consumers like no brand ever has in this industry.

        (Photo: https://mma.prnewswire.com/media/765553/American_Standard.jpg )

Priced in the mass premium segment and offering a wide range of ceramics and fittings products, American Standard has been one of the fastest growing major brands in India ever since Lixil took over three years ago. The secret of its success has been by constantly disrupting established norms in this undifferentiated category. "This category has not evolved with the times," says Shubhajit Sen, Head of Strategy, Asia-Pacific . "At best, brands focus on building premium imagery and amorphous design differentiation. There is no consumer-centricity at all and consumers have no way to tell between high and low performing products.  That's why deep discounts rule the market, eroding category value for everyone. With American Standard, we want to change the narrative in this industry."

American Standard has already started doing things differently. It has aggressively built a distribution network - penetrating 175 towns with 400+ stores in just 3-4 months - the fastest ramp up in this industry. It has introduced a slew of products with features and functionality uncommon in India, like integrated shower-toilets and automated bidets that Lixil calls 'spalet'; bluetooth-enabled shower systems and other superior functional products.

But the biggest disruption yet has been in its translation of the overall business strategy to its communication strategy as seen in its latest campaign. Explaining the thought behind the campaign, Aparna Deshmukh, Senior Director Marketing, Lixil South Asia , said, "We want to appeal to upmarket, modern, young urban families. We know that decision-making has become more democratised in these families and relationships within the family members have become more friendly, equal and with a lightness of touch. We wanted to appeal to these sensibilities, but marry these insights with the core message of superior functional performance of our products."

The communications strategy is visible in American Standard's new campaign. It has developed a creative property of an American Standard family - a young, contemporary, premium family that visually holds the campaign together. The 4 TV executions show the family in different situations that explains the functional superiority of American Standard products in a very engaging, humorous manner that is fresh in this industry.

The campaign includes a national front-page jacket print ad, 4 TV executions, outdoors and a strong digital push. The TV campaign includes all major national channels with a particular focus on news channels as well as regional channels. The outdoor campaign is over indexed to tier 1 and tier 2 towns to drive incremental reach. "We wanted to create an engaging, approachable and premium brand imagery that drives consumer awareness, store traffic and sales. Judging by the response we have already got, with retail sales climbing over 100% in a category that is growing at 10%, we think we have succeeded," says Aparna Deshmukh.

The freshness of approach goes beyond traditional media. For the first time in the industry, American Standard has tied up with Mompresso, a leading blogging site for young mothers where core brand messages of health and hygiene are communicated in an appropriate context. Another first in the industry, American Standard has deployed hundreds of handheld devices at the store level. The devices help the consumer navigate the product portfolio, choose products and place orders at the store. Explaining the rationale, Aparna Deshmukh added, "The choices available in this category can be overwhelming for consumers. We have developed a simple tool for consumers to narrow down their choice by design and budget preference. Our tests show this adds real value at the last mile for our shoppers."

To view the TVC, please click on the links shared below:

YouTube links to American Standard campaign TVCs  

https://www.youtube.com/watch?v=39gmk335tN4&feature=youtu.be

https://www.youtube.com/watch?v=UUTs__wDNtw&feature=youtu.be

https://www.youtube.com/watch?v=8GaNyg4XNbI&feature=youtu.be

https://www.youtube.com/watch?v=jFqhTLH4sdg&feature=youtu.be

About American Standard  

As one of the most iconic brands in sanitary ware, American Standard has earned the trust of its customers by constantly delivering style, quality and reliability to their bathrooms. Today, backed by more than 140 years of pioneering legacy, American Standard continues to raise the bar in delivering dependable bathroom solutions that combine thoughtful designs and innovative technologies to create inviting bathroom sanctuaries offering ultimate comfort and performance to its customers.

About LIXIL Corporation  

LIXIL is a global leader in the housing and building industry. Our unique portfolio spans everything from technologies that revolutionize how we interact with water in our daily lives, to a full lineup of products and services for houses and major architectural projects. Delivering core strengths in water, kitchen, housing, and building technologies, our brands including LIXIL, INAX, GROHE, American Standard, and Permasteelisa are leaders in the industries and regions in which they operate. LIXIL operates in more than 150 countries and employs more than 70,000 people, bringing together function, quality, and design to make people's lives better and more delightful - wherever they are. Learn more at http://www.lixil.com, facebook.com/lixilgroup and http://www.linkedin.com/company/lixil-group.

Media Contact:
Satyaki Maitra
satyaki.maitra@bm.com
+91-9958041503
Consulting Associate
Genesis Burson-Marsteller

More News by PR Newswire India

126th Canton Fair Witnesses Innovative Development in Home Appliance Products

Amplify Exchange Announces It Will Offer Commission-Free Trading

Goodbaby Launched New Products Designed by Dutch Illustrator Rick Berkelmans in Celebration of its 30th Anniversary

This Festive Season Philips Announces Exciting Offers Across TV and Audio Range

Focus on Exceptional Customer Service and Innovative Mobility Solutions Drives Enterprise Holdings to Another Record Year

Clé de Peau Beauté Unveils New La Crème, a Recrafted Masterpiece

SC Johnson Launches Global Partnership to Fight Ocean Plastic and Poverty

IntelliStay Hotels Pvt Ltd (IHPL) Launch the iStay Hotels Brand With a 92 Room Flagship Property at Hi-Tech City, Hyderabad

The Bicester Village Shopping Collection Champions the Future of Fashion

The Economist set the Course for Sustainable Growth at the Annual India Summit 2019

STL Unveils Stellar Fibre, Industry's First Universal Fibre, at IMC 2019

Third Edition of Smart Asia 2019 Flagged off in Mumbai

Malaysia's Former Minister of Defence, Hishammuddin Hussein, Declares That His Country Deserves Better

Top Global Athletes and Sports Personalities Awarded at ANOC Awards 2019

IOF: A Fracture Every 3 Seconds Worldwide - That's Osteoporosis

Strategic Agreement Signed by Evergrande and Pininfarina for a New Range of Electric Vehicles

Chitkara University Student Invents a Single-use Plastic Substitute

MoU Signed Between Apex Professional University and National Institute of Unani Medicine

"MEDIA ALERT: Dutch Farm Group Are Not 'Unification Church' Members"

Concept Medical is Granted CE Certification for Their Sirolimus Coated MagicTouch Group of Products

Xinhua Silk Road: Shaangu Group to break new ground with gold medal won at 2019 World Manufacturing Convention

Proudfoot and Strategia Worldwide Announce Partnership Integrated Risk Management and Operational Excellence Practices

Costa Rica Mystery: UK Reporter Still Missing After 10 Years

XKL Stands Behind Their Products

Digital Asset TDN Used to Acquire $25m of Graphite

Frost & Sullivan Reveals How to Shape Your Healthcare Strategy for 2020 in this $2 Trillion Market

Vimson Group and New Lab Partner to Explore New Possibilities in Mining

Speed Queen Launches a New Generation of Connected Washers and Dryers for Laundromats

Social Mobile Wins 2019 Innovation of the Year Award

JD Institute Receives Global Excellence in Design Education Award by Times

The Fullerton Hotel Sydney Debuts at No.1 Martin Place

Food Ingredients India & Health Ingredients (Fi India & Hi) and ProPak India: Indian sub-Continent's Most Comprehensive B2B Shows for Food, Health and Packaging by Informa Markets in India to be Held in Mumbai

Gratomic Signs Deal to Supply Graphite to Todaq

TikTok Democratizes eLearning With the Launch of the #EduTok Program

Pennar Industries Bags Orders Worth INR 304 Crore

FarEye Launches Flagship Solution to Help eCommerce Companies Scale Deliveries This Festive Season

Far East Hospitality Rethinks Luxury With the Launch of The Clan Hotel

ZTE wins 5G Excellence Award at the SDN/NFV World Congress

GELITA & Geltor Sign Letter of Intent to Commercialize First Animal-Free Biodesigned Collagen for Dietary Supplements, a Market with Huge Growth Potential

ZTE and China Unicom win Best Network Intelligence Award at Broadband Awards 2019

SECURA North Africa 2020 - The Fast-growing Safety & Security Event in Africa

EuroSchool Unveils Center for Excellence at its 3rd Campus in Pune, Announces Tie-up With Global Partners in Sports and Performing Arts

Xinhua Silk Road: SAIC Motor accelerates global expansion under BRI

Xinhua Silk Road: 2nd International Green Energy Development Conference held in east China's Yangzhong

Glenmark Pharmaceuticals Receives ANDA Approval for Abiraterone Acetate Tablets USP, 250 mg

Lavelle Networks Recognized in Intel Network Builders Winners Circle for Acceleration of Network Transformation

/C O R R E C T I O N -- Brand Factory/

MetGen Earns Acclaim from Frost & Sullivan for its Unique, Customized Enzyme Technologies, METNIN™ and ENZINE®

AntWorks wins Frost & Sullivan Intelligent Automation Software Technology Innovation Award

Festive Season at VR Bengaluru, Whitefield Till November 3rd

SenRa and McWane Partner to Enable Smart Water Metering in India

Hexagon & MSC Software Showcases the Power of Autonomous Mobility and Immersive Experience at the New India Facility

Health Horizons Sheds Light on the Scientific Facts Behind the Benefits of Hemp

Pinterest Inspires Diwali Celebrations Around the World

Ambica Steels Limited Gets Certified as an Accredited Company to be a Credible Supplier to the Automotive Industry

Never Before Payment Offer at Rustomjee Urbania

Avishkar and A Advani Realty's 'The Platinum Towers' Contributes to the Commercial Boom in Kharadi

Apex Professional University (APU) to Host National Seminar on 'Human Rights: Prospects and Challenges'

Meet the future at Asia Agri-tech Expo & Forum 2019

NCRTC Rolls Out Wrench SmartProject as Their Common Data Environment in Record Time

Xinhua Silk Road: CEIS, Fitch Solutions jointly release report on opportunities in ASEAN under BRI

AWE2020: AWE Ten Years, Smartizing The Future

Fraudulent Transactions Cost APAC Businesses an Average of 3.4 Times the Amount of Lost Transaction Value: 2019 LexisNexis Risk Solutions True Cost of Fraud APAC Study

Avidity Science Acquires Edstrom Japan Ltd

Frost & Sullivan Lauds The Qt Company for Developing a Low-cost Unified UI/UX Software Platform for the Automotive Industry

Daniel Wellington Announces New Iconic Link Collection and Global Campaign Faces

IMG Announces 2019 Leave Your Mark Contest Winners

JCSI Young Creatives Award Winners Announced

Special Operations Command's Intelligence, Electronic Warfare, and Cyberspace Operations to Fuel DoD C4ISR 2024 Spend

WebPort Global & Mediterranean Diet Roundtable Sign Partnership, Grow Online Community of Experts in Mediterranean Food Industry

Havas Health & You Becomes First Agency to Launch Creative Analytics Practice

Abu Dhabi Announces the Establishment of the World's First Graduate Level AI University

Quectel 5G Modules Selected by 100+ Global OEMs for 5G Designs

American Society of Agricultural and Biological Engineers partners with Impelsys to upgrade its publications synergy using iPC Scholar

Impelsys announces the launch of 2.0 version of its flagship platform iPC Scholar at the Frankfurt Book Fair

Infosys Instep Recognized as the Best 'Overall Internship Program' in the World

13th Edition of Renewable Energy India 2019: Witnesses a Strong Growth of 20% in Support of Green Energy

Artprice by Art Market: Will the Paris FIAC Be Able to Live Up to the Success of Frieze London?

Royal Canadian Mint's tri-metal token wins International Association of Currency Affairs' 2019 Excellence in Currency Award for Best new coin product, feature or distribution innovation

Microland Appoints Anupam Pandey as Chief Information Officer

Bajaj Housing Finance Limited has Provided Rs. 50 Crore Subsidy and Counting Under PMAY

IBM Boards the Mayflower Autonomous Ship Project

Drugs Made From Cancer Tissues and HIV Virus Found to be Effective Against Cancer, Says Research at Tata Institute

OMNICOMM Launches Next-generation Adaptable Fuel-level Sensors With 99.5% Guaranteed Accuracy

YES BANK Celebrates Childhood Through its Initiative, 'Cherishing Childhood'

Indonesian Healthcare Superapp Alodokter Raises USD 33M

New Website artfairmag.com Slated to Become Benchmark Site for Information on Art Fairs

/C O R R E C T I O N -- SenRa/

Web of Science Group Relaunches Master Journal List of 21k Journals

126th Canton Fair Kicks Off, Establishing an Open Platform for All

360 Finance's LendingAdda Launches Diwali Offers

360 Finance's LendingAdda Launches Credit Cards - Reshaping the User Experience

Vu Televisions Emerge as Market Leaders in Large Size and 4K Category in India

A Holistic Approach to Food and Nutrition Security This World Food Day

APU Celebrates its 3rd Convocation

SenRa and Bosch Partner to Deploy LoRaWAN® Solutions in India

LifeNet Health brings first clinically proven allograft-based biologic wound therapy to India

The Smart Contract Security Alliance Announces Founding Council

Patrick Imbardelli Elected to YPO Board of Directors

World Intellectual Property Indicators: Filings for Patents, Trademarks, Industrial Designs Reach Record Heights in 2018

Saudi Joy Forum 19, A Success For The Region And World

AIC Named North American Distributor Of Organic Rice, Organic Brown Rice And Organic Pumpkin Seed Proteins

WISPA Members Vote Cambium Networks Manufacturer of the Year

IMI and GustoMSC Sign Jack-up Design License Agreement

New Report: Laundry Releases Trillions of Plastic Microfibers Into the Ocean

FOX Bet Strikes Multiyear Deal With Major League Baseball

OhmniLabs Showcases Latest Telerobotics Innovations At CEATEC 2019

Airspan - Breaking Down the Barriers to Entry With the New Mimosa Connectorized A5x Access Point

TMP Worldwide Acquires UK-Based Social Media Leader Carve

CleverTap Completes $35 Million Series C Funding to Drive Global Growth

Charles Manning, Founder and CEO, Kochava, joins Forbes Technology Council

10th Foundation Day Celebrations Start at Shoolini University

Tourcom LLC, Holding Company of Tourcom Blockchain, Signs Strategic Investment Agreement through Equity Acquisition of Travel Information Sharing Service 'Wishbeen'

WorkBoard Announces Deeper Jira Integration to Bring Team OKRs into Developers' Jira Experience

Cision Announces Exclusive Platinum Sponsorship For PRSA 2019 International Conference

Systech Expands Market-Leading Brand Protection Solution for Improved Supply Chain Visibility

Artificial intelligence is transforming health care across Asia, fuelled by innovative public-private sector R&D and a focus on domestic health-care burdens

Sirius Design Group Generates $1.2m Revenue in 4 Years Helping Clients With Digital Real Estate

Dynata Launches New Platform to Transform the Future of Insights and Marketing

S BLOCK Co-Hosts WBF 2019 Indonesia Technology Conference, Creates DAO Super Community

TUV Rheinland Enables LoRaWAN(R) Certification in India

Tukatech Releases TUKAcad for Subscription in Native Languages for 4.38 Billion People

IDFC FIRST Bank and Sodexo Partner to Introduce Digital Meal Benefit Solution for Corporate Employees

Whale Cloud Unveils 5G Operation Map at India Mobile Congress 2019

LyondellBasell Announces Construction of New Small-Scale Molecular Recycling Facility

Celemics Expedites Target Enrichment NGS Data Insights by Partnering With BlueBee on a Global Genomics Data Solution

ZTE launches industry-first 5G+VDSL2 hybrid home gateway

OYO's HR Team Saved 75% At-risk Employees Using inFeedo's Engagement bot, Amber

Ameyo Integrates With Freshworks to Simplify Customer Journey

Nuclear Days 2019 - French Nuclear Industry to Intensify its Operations in Indian Market

Happiest Minds Wins 2019 Red Herring Top 100 Asia Award

The Spielwarenmesse Reveals the Trends for 2020

Xinhua Silk Road: SAIC Motor gains momentum in India with 31,000 orders received by September

CreditVidya Wins the Prestigious 2019 Red Herring Top 100 Asia Award

GCW Global Customised Wealth Announces New Partner: Tim Babich

GTPL Hathway's Consolidated H1 FY20 PAT at â‚ą 580 Million, up by 102%

'Where Will Man Take Us?' by Atul Jalan has been Certified a National Bestseller by Penguin Random House India

Tejas Networks Launches World's Largest Disaggregated Packet-optical Switch at India Mobile Congress 2019

Building on Local Momentum: Malaysia's Greater Petaling Joins City Cancer Challenge

Shanghai International Money Fair - one of China's largest financial fairs will be held in December

Europe's Most Trusted Crypto And Precious Metal Companies Partner To Create Gold Token Secured By Bitcoin Network

RGE Commits US$200 Million to Next-Generation Textile Fibre Innovation and Technology

Medisanté Earns Acclaim from Frost & Sullivan for Ensuring Better Care Outcomes while Reducing Costs

INSIDE INFORMATION: BW LPG Contemplated Sale of Shares

School House Crafts Multi-Sensory Journey of Discovery and Re-collection for La Mer Campaign Exhibition

Vevue Partners with CBX Exchange for Initial Auction Offering

Frost & Sullivan Recognizes Pepco Holdings and Carlsbad Municipal Water District with Excellence in Resourcefulness Awards at Itron Utility Week

His Holiness The Dalai Lama Awarded Honorary Doctorate by Chitkara University

Surplus Keslow Cinematography Gear Up For Auction

Libyan Investment Authority Loses Claim in the UK Court of Appeal - London

Artificial Intelligence for Risk Management Process by MovingNow

Maruti Suzuki Arena Devils Circuit Season 2019-20 Draws Over 6K Runners in Hyderabad

Quectel Achieves Industry's First 5G Data Call over 5G mmWave Module

Artprice by Artmarket: The Gagosian's Grand Projects for the Late Simon HantaĂŻ (1922-2008)

Ryan International Group of Schools Receive India's Most Respected Brand Award 2019

JD Institute Of Fashion Technology, South Announced its New Domain

VeChain Is Leading Co-sponsor of GDST Seafood Trackathons

The World's Largest Automakers, Along with MOBI, Announce a Joint Proof of Concept for the First Vehicle Identity on Blockchain

Indiannica Learning Announces the Launch of Indiannica Quiz League

Third Annual Convocation Ceremony Will be Celebrated in Apex Professional University

An Encounter of Two Icons: Tic Tac® Meets Coca-Cola®

Birlasoft to Accelerate Invacare's Business Transformation Journey Signs US$ 240 mn, Multi-year Deal, to Provide Complete IT-as-a-Service (ITaaS)

Bali Zoo Celebrated Tumpek Kandang Ritual for all its Resident Faunas

Nitin Mantri Becomes ICCO President

DMCC Awarded 'Global Free Zone of the Year' for a Record Fifth Consecutive Year

Apex Professional University Signed MoU with Life Science Sector Skill Development Council

Find TVU Networks at Broadcast India 2019

UAE and UNESCO Renew Partnership, Extending Efforts to Restore Historic Churches in Mosul

Over 70,000 Visitors, SR2m Falcon Sales on First Day of Riyadh Exhibition

The First Huion Tablet of Inspiroy Dial Series, Q620M was Unveiled at Hong Kong Electronics Fair

ZEISS showcases next-level eye care digitalization at AAO 2019

On Your Marks: 2019 Xi'an Yango International Marathon Starts 20 October

Autodesk Fusion 360 Tools Enable Social Hardware to Advance Design of Prosthetics

Bionik Gold Knee- A New Lease of Life for Young Arthritis Patients

 
 
TRENDING TOPICS
 
 
CITY NEWS
MORE CITIES
 
 
INDIA WORLD ASIA
BJP faces wipe out in Bastar as Chitrako...
Delhi: Two criminals injured in police e...
J-K police pays homage to 1555 personnel...
Voting for Maharashtra, Haryana assembly...
Gurugram woman alleges rape on pretext o...
DU teacher had suicidal tendencies: Poli...
More...    
 
 Top Stories
Four terror camps hit in PoK, numbe... 
India-Turkey relations under Erdoga... 
Muslims side makes submission on mo... 
DU teacher had suicidal tendencies:... 
Rohit terms double ton as 'most cha... 
Gurugram woman alleges rape on pret... 
DPIIT sends queries to Amazon, Flip... 
Paddy and basmati see increase in s...