Saint-Gobain Gyproc India Ltd: Cinema Fusion Gyproc

Gyproc, a plasterboard wall and ceiling brand, increased awareness in India by launching a cinema ad alongside a live demonstration of ceiling design using the cinema theatre ceiling.

The Communication Goal

The False ceiling category is unorganized and an extremely low involvement category. Consumers hardly showing any preference for brands.

As a leader in the category Gyproc had the dual task of increasing category awareness while building differentiation for the brand.

The Situation Analysis

Our Research showed 3 Key Insights:

Consumer insight

Low involvement category wherein the consumers are not concerned about the board (material requirement for false celling) they buy and its durability.

Low awareness on the importance of board quality for better designs. Consumers rely on the interior designer or the contractor to select the board...

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