Nahi Phislenge! If a tile can make this promise, why can't we?', questions Somany Tiles

With thought-provoking stories, the social initiative is inspiring people across the nation not to slip off their morals and etiquettes.

A leading name in the Indian tiles sector, Somany Ceramics has captured millions of hearts by creating pathbreaking trends in home interiors. Backed by the same innovative thinking and can-do spirit, the brand has now become the face of a campaign designed to change the social scenario in this country. Inspired by Somany Slip Shield, which are India’s First Anti-Skid Tiles, the brand has successfully given ‘not slipping’ a whole new meaning.

Launching #NahiPhislenge, one of India’s biggest social campaigns, the brand has put its step forward towards creating a better future. Partnering with Radio Mirchi, just around the time when people were slipping off their recently made New Year resolutions, Somany urged people to take a #NahiPhislenge resolution – not only for themselves, but for the society and the nation, and promise not to slip off it the whole year.

With radio, social media and on-ground activations, the campaign is reaching the masses with relevant issues, such as caring for the elderly, car pool, keeping the city clean, gender equality and organ donation. In order to create a stronger impact, the brand has also released a heartwarming story as a film on the social media. Built around the fact that slipping in bathrooms is a leading cause of crippling injury and death in older adults, the film is touching hearts on the social media and has been trending on Facebook, Twitter and YouTube, resonating with the masses, with likes and shares spreading the noble cause. The brand plans to release more films in the future, addressing issues such as these, which seriously affect our society but seldom cross our minds.

Elated with a huge positive response to the initiative, Abhishek Somany, MD, Somany Ceramics said, “Somany has always been a trendsetter in the industry. This campaign reflects our progressive thinking and is creating an impactful difference amongst the public by making them self-conscious in their day-to-day activities. And asking them to build a better India with just a few little changes.”

Conceptualized and created by RK Swamy BBDO, Delhi, this campaign has enabled Somany to reach a bigger audience, with more besides their product portfolio. Sunil Kukreti, Senior Partner, RK Swamy BBDO, Delhi said, “A campaign like this is a very rare opportunity. It is not every day that a brand is willing to talk beyond its products and take up thought leadership on multiple issues. It takes the brand a step further from beautifying spaces with stylish products, to beautifying lives with strong morals and responsible behaviour.” Voicing the same thought, Agency’s Principal Consultant & Creative Head, Ankur Suman said, “We are happy that through this campaign we could give a new reason to the customers to choose the brand. We have created a way to connect the product’s core functional delivery with a strong emotional appeal. This kind of emotional approach has not been tapped before in this category and that lends a very unique edge to this campaign.” 

Earlier in the year, the brand had run an extremely well-received pilot campaign across Delhi, Mumbai and Bengaluru. Motivated by the success, Somany Ceramics has now brought #NahiPhislenge to Pune, Indore, Kolkata, Patna, Ahmedabad and Lucknow. With the campaign bound to reach more cities and stories lined up to rake more engrossing issues of our society, the brand sees this as a powerful beginning towards the much-needed change. Till then, #NahiPhislenge!

Credits:

Film: Khidki

Brand: Somany Ceramics

Agency:  RK Swamy BBDO, Delhi

Script: Rohit Anand

Additional Inputs: Ankur Suman

Creative Team: Dinkar Porwal, Pragya Bhatnagar, Rohit Anand, Aishwarya Gupta & Karan Singh

Creative Head: Ankur Suman

Account Management Team: Sunil Kukreti, Gagan Sharma, Shalini Sen & Juhi Behl Malhotra

Director: Mehul M Atha

Production House: Morse Code Films

Link to Film: https://www.youtube.com/watch?v=uAKiTRNIqHg