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“Nahi Phislenge! If a tile can make this promise, why can’t we?”-Somany Tiles

A leading name in the Indian tiles sector, Somany Ceramics has captured millions of hearts by creating path breaking 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 Digital 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 two heartwarming stories as films on the social media. While the first film is built around the fact that slipping in bathrooms is a leading cause of crippling injury and death in older adults, the second makes way for a stark realization that in a population of 1.2 billion people, the number of organ donors in India is really abysmal. Addressing issues such as these, which seriously affect our society but seldom cross our minds, these films have been trending on Facebook, Twitter and YouTube, resonating with the masses, with likes and shares spreading the noble cause.

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. It has taken the brand a step further from beautifying spaces with stylish products, to beautifying lives with strong morals and responsible behavior.

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!

Link to Films:

Link to Fb:

Link to Twitter:

Brand: Somany Ceramics

Communication Partners: RK Swamy BBDO, Delhi

Production House: Morse Code Films



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