Orient Bell: 100% tiles, 100% fun

The Challenge

OrientBell Tiles has been a differentiated brand from their approach to marketing. The brand has a robust omnichannel strategy and digital tools that allow the consumers to explore, shortlist, get a quote and then visit the showrooms to close the sale. This is unlike almost all the brands in the category. The task was to build on their digital prowess and drive more customers to both the site and store.
For the home owner who is either constructing or renovating their homes, tiles is a high involvement category. The buying process though starts a lot earlier than the real time when they need the tiles, and often the brand’s salience becomes the starting point of exploration. Standing out in the category is paramount.
This is a unique category where every brand has a celebrity endorser, and all of them are big stars. The tile buying process is a battle of stars. Even more than Pan Masala. This is where the brand strategy originated from. We are about tiles and not about celebrities.
The TV Commercial celebrates the fact that we are 100% Tiles and 0% Celebs. We took this slogan and converted it into a social currency with the brand’s feed.
The continous brand track recorded a significant gain in awareness with higher than indexed TOMA.
The searches and website visits doubled.
The trade loved the campaign and made their own content around it.

Floor and wall tiles is not an easy category. The industry by itself is full of tech babel. The consumers look for designs as much as they seek the brand. The retailer plays a key role in the final sale. Finally, the purchase cycle is really long.