: Manjari Upadhye on Welspun Flooring’s marketing blueprint as they enter the B2C segment #IndiaNEWS #Interviews Social Samosa speaks with Manjari Upadhye from Welspun Flooring to understand the trends

Manjari Upadhye on Welspun Flooring’s marketing blueprint as they enter the B2C segment #IndiaNEWS #Interviews
Social Samosa speaks with Manjari Upadhye from Welspun Flooring to understand the trends in the flooring sector during the festive season with emphasis on the brands marketing blueprint.

Attempting to bring changes in the consumer perception about flooring as a category, Welspun Flooring recently launched its festive campaign with Big B. We speak with Manjari Upadhye, CEO Domestic Business, Welspun Flooring to understand the brands festive marketing strategy, newer offerings, and challenges in a category that does not fall under the impulse or essential purchase segment for consumers.

Edited Excerpts

Please take us through your latest campaign- ‘Floor Makeover in a day’ with Big B. How does it help to achieve the business objectives? What is the idea behind roping in Amitabh Bachchan for the campaign?

We know that the consumers are facing a time crunch. With festivities, they are looking at quick solutions for their problems. However, renovating floors still remains a long-drawn choice owing to the fixed notion of the time-taking process. Drawing inspiration from faster home solutions, we launched this campaign to enrich the customers experience by renovating their flooring in less than a day. This is how the ‘Floor Makeover in a day’ campaign came into being.

To amplify and spread the message, we leveraged Big B as he represents trust and credibility in tandem with our product offerings and the category. While this is a new concept, we offer a 5-year warranty for floor makeovers.

Welspun used to be a B2B brand and it is recently that the brand has ventured into the B2C segment. Therefore, it is all the more important to establish the trust and credibility for the brand and Big B will help us achieve the same.

In how many phases will the campaign be executed? We noticed the brand associating with KBC. You also have a layer of regional influencers & AR initiatives please take us through the execution & relevance of each phase.

We have executed the Floor makeover in a day campaign in an integrated manner. So, when you see the association with KBC, it is a part of the integrated campaign where it has been largely digital. The objective of association with KBC is awareness about the possibility of the floor makeover in a day and urging people to incorporate floor makeovers as a part of their decor during the festivities.

Overall, for the campaign, we are not looking at phases. It is planned to be executed for a period of 7-8 weeks time from the first week of October 2021. Therefore, influencers and AR initiatives are a part of the 360-degrees campaign approach.