A new avatar to its brand promise of ‘Always in Fashion’

One of the country’s leading manufacturer of sanitaryware, faucets and wellness product brand that provides complete bathroom solutions, Parryware is all set to re-strengthen its positioning of always in fashion through a 360-degree integrated marketing campaign across various mass media platforms TV, print, radio, OOH and digital.

Parryware ‘YouRooms’ is the latest insightful campaign launched by Parryware with proposition “Your Space. To be yourself” which celebrates the individuality of its patrons. Transforming the meaning of one’s relationship with the bathroom, it talks about a hidden space within each of our home which lets you be “you”. This space is your bathroom. Bathroom is not just another room in your house but a place which unknowingly has become a safe haven, where we are the most honest, calm and relaxed. The campaign explores the same emotion and tries to go beyond the utilitarian aspect of the bathroom.

The thought that drove the campaign was to view the regular and ordinary bathrooms through a new prism. A prism, that unearthed a common behavior which we all share but seldom do we talk about it. It’s an unconscious response which is triggered in our most private space aka the bathroom. 

Here you can express your feelings without a fear of judgment, it’s a place where you can be your rawest, your most inhibited selves. It’s a place where you can let your emotions and imaginations run wild, it’s a place where you can escape reality for a few moments into finally being YOU. A place where you can be YOU and hence, it is rightly called ‘Parryware YouRooms’, because being YOU is the real fashion.

The campaign aims to be relatable to all the members of a typical household by showcasing their stories and situations in their ‘YouRooms’, hence staying true to the brand promise of delivering fashionable and contemporary bathroom solutions catering to all age groups of a family. With the focus on reaching the customers across all touchpoints, the 360 degree campaign is being activated on leading National and regional TV channels, Popular Radio channels across different cities, OOH, Social media, OTT platforms and other digital platforms.

Speaking about the campaign, KE Ranganathan, Managing Director, Roca Bathroom Products Private Ltd, said, “Brand Parryware is synonymous with beautiful washrooms due to excellent and innovative product offerings over the last many decades. At home and work places, we have interesting blend of customers – kids, youth, young adult, mature adults and senior citizens. Parryware always stood for offering something relevant and exciting for each of them. In today’s busy life, the bathroom is the only place where we get to be ourselves. After all it is where the proverbial throne rests. At Parryware we wanted to celebrate the space where we can be our true selves, a space where we can express ourselves. Washrooms today have transcended the term and have now become YouRooms. This campaign is a celebration of you and your YouRoom. We had a great time working with the creative minds at Dentsu Impact while coming up with the concept. The creative brings out the joy from each of the family members as Parryware makes them feel so good and elevated. The campaign will be on air in all leading television channels across India including popular regional channels. We expect to reach out to over 100 million viewers during the first phase of the campaign.”