HIL has launched an integrated marketing campaign to announce its new range of Coloured Roofing Sheets with an aim to maintain their leadership position in market and grow the brand love for their Consumer Superbrand - Charminar.
Conceptualised by Scarecrow M&C Saatchi, 'Tarakki Ke Pakke Rang' is an extension of the brand's existing positioning 'Tarakki ki chaanv mein, zindagi khushaal gujarti hai'. The earlier campaign positioned roofs as the shelter one takes on the road to success. With the addition of colours, there's more to these roofing sheets than just aesthetics.
HIL is a leading player in asbestos cement sheet (ACS) for roofing, from which it derives 70 per cent of its revenue at present.
