Overview
Gyproc Saint-Gobain is a market leader in the building construction space in India for the last 30 years. Saint-Gobain designs, manufactures and distributes high-performance building materials. They approached Velocita Brand to create marketing communication for Gyproc’s Gypsum ceiling tiles range—Gyprex—their offering which makes it easy for customers to create the right ceiling for any space.
Case Timeline
2019 – Present
Brand
Gyproc | POSM, Social Media Marketing, Videos, Packaging design, Print, Brochure Design
Campaign: Tiles that Inspire
The right ceiling for any space can make a world of difference.
Gyprex is the result of Saint-Gobain aiming to transform how people percieve false ceilings. They aspire to reimagine ceilings. Each tile in the Gyprex range was built to model different textures— from the golden dunes & grainy sand in the Great African Desert to the snowcapped, cotton magic texture of pure white snow in Antarctica. Inspired from the beauty of natural or man-made architectural marvels, Gyproc’s ceiling tiles range was created. Building on this insight, we created the ‘Tiles That Inspire’ campaign.
Communication Platforms
Using tactical channels like print, mobile, digital display, social media posts the message got out quickly and was promoted with heavy media spends. Every penny invested in the campaign was maximised.
Campaign: Drywalls that truly perform
The Drywall category in India is crowded with established and new competitors. In addition to wholesale distributors, retailers are increasingly important volume drivers.
Gyproc engaged Velocita brand at the product development stage to assist in product strategy, branding, messaging and positioning. Market research and customer feedback forms generated insights that helped in coining the campaign—Drywalls that perform. This campaign undertook an exaggerated form of displaying the performance benefits of drywalls.
Keeping it local
All communication was created in English and Hindi, targeting desi contractors. A launch roll-out was expedited via a quarter-pallet display, promotional leaflets & brochures, social media marketing and field marketing.
Results
Velocita created the new visual theme design for Gyproc’s brand of tiles and drywalls to tell a story of how their products allow people to enjoy truly remarkable spaces.
Care was taken to retain the spirit and charm of the products in the communication, while creating a style of visual storytelling to appeal to a broad local audience.
Bold colours, simple and direct language, modern illustration and product photography approach work together to create a brand that’s decisively Gyproc Saint-Gobain.
