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BeanstalkAsia’s Homesure Campaign: Elevating Building Materials

Mumbai, July 11, 2024: BeanstalkAsia, a premium integrated marketing communications agency, has delivered a comprehensive brand campaign for Homesure, a retail brand from Walplast Products, a leading building materials manufacturer and the third-largest producer of Wall Putty in India. The campaign aims to establish the brand ‘Homesure’ as the epitome of trust, efficacy and excellence in the building materials industry.

From a strategic perspective, the agency first developed a Sonic Brand Identity to enhance the Homesure brand enabling aural recognition for consumers and audiences. Traditionally, building materials are seen as coarse, dry, and lifeless, often characterized by drab white and grey tones. However, this cheerful and lively sonic identity aligns perfectly with the energetic, youthful, cheerful, progressive, trustworthy, and fearless spirit of the Homesure brand, bringing life and vitality to homes.

The campaign aims to establish the diverse Homesure product portfolio as differentiated, technologically superior, sustainable, and quality-driven. Through meticulous research and development, the Homesure team of experts has crafted products that embody the essence of trust and reliability, catering to the discerning needs of architects, builders, contractors, engineers, masons, painters, and homeowners alike. The campaign film titled “Ghar Banaye Khaas, Dilaye Vishwaas,” vividly captures a family’s journey as they navigate the chaotic, carnival-like situation in an under- construction house. Confusion and concerns give way to relief when the Homesure experts arrive, offering trustworthy solutions that promise superior quality, technological advancements, and sustainability.

Mr. Aniruddha Sinha, Senior Vice President, Marketing, CSR, and Business Head – P2P Division, Walplast, said “The mandate for BeanstalkAsia was to deliver a compelling brand campaign for Homesure that seamlessly creates a deeper emotional resonance with our customers. The objective is to position Homesure portfolio as a beacon of trust, efficacy, and commitment by leveraging the insight that constructing a home can be a chaotic experience and only Homesure product expertise provides the reliability and dependability homeowners seek, making their journey smoother and assured.”

The campaign establishes the Homesure brand as the face of trust, dependability, and reliability, backed by over 40 years of legacy in the building materials industry. Homesure’s passion for quality and innovation, coupled with sustainable practices, sets it apart.

Speaking about the strategy behind the concept of the film, Upendra Singh Thakur, Founder, BeanstalkAsia, said, “For every homeowner, their home is nothing short of heaven. But doing construction-related work can be a nerve-shattering experience. The entire process often feels chaotic and overwhelming, resembling a circus as depicted in the brand film. There seems to be no clear idea of who to trust. Amidst this chaos, finding someone trustworthy and dependable is crucial. In the film, Homesure steps in as that trusted partner, understanding the homeowner’s apprehension & vision and providing reliable solutions.”

Homesure is dedicated to establishing trust by showcasing the superior quality, technological advancements, aesthetic appeal, and sustainability of its products. Each Homesure product is positioned as an expert in its category, trusted by homemakers for their home construction needs. The campaign amplifies the Homesure portfolio, which encompasses a comprehensive range of construction materials and solutions including Homesure Wall Putty, Homesure TileEx (Tile Adhesives), Homesure GypEx (Gypsum-based products), Homesure wShield (Construction Chemicals, Admixtures), Homesure WallEx (AAC blocks, Spray Plaster, Block Jointing Mortar), Homesure MasterTouch (Emulsions, Distempers, Primers) and more.

Agency: BeanstalkAsia
Client: Walplast Products Pvt. Ltd. Brand: Homesure
Creative and Strategy Head: Upendra Singh Thakur Film Director: Shashii Bhushan
Creative Director: Naresh Mestry Art Director: Jayesh Wadwal
Concepts & Script: Amitabh Chaterjee Client Servicing:
Business Head: Murali Menon DOP: Sachin Gandankush Music Director: Rimmi Dhar

About Walplast Products

Walplast Products Pvt. Ltd., an associate of DryChem India Private Ltd. is an Indian Multinational Corporation founded by visionary Mr. Ashok Mehta in 2004. It is one of the leading and most reputable producers of building materials and 3rd largest manufacturer of Wall Putty in India.

Walplast has 25 manufacturing units that are strategically located across the country. It is also equipped with NABL-certified state-of-the-art R&D Labs, fully equipped with cutting-edge testing equipment that meets international standards. Globally, Walplast exports to more than 23 countries across the GCC region & North & Central Africa. It is one of the largest exporters of Wall Putty from India.

The B2C interface Homesure is a preferred brand for the construction ecosystem that delivers superior customer experience on product performance, solutions and services. It helps create strong and sustainable communities, with a network of 800+ active Distributors, 6000 + Dealers & more than 65000+ influencers engaged in business operations.

The HomeSure product range includes Wall Putty, Tile Adhesives, Gypsum-based products, Construction Chemicals, Admixtures, AAC blocks and other building materials with a growing business portfolio.

About BeanstalkAsia

BeanstalkAsia is an Integrated Marketing Communication Agency that provides premium consulting services in the areas of brand strategy, brand communication, ATL, BTL, high-end branding and packaging design, digital marketing & PR services to medium & large corporates & multinationals in India, Nepal and Dubai.

BeanstalkAsia has a rich experience of working across categories such as Agri, Dairy, FMCG, Chemicals, Hospitality, Healthcare, Insurance, Banking, Retail, eCommerce, IT, Fashion, Finance, Media, Entertainment, Real Estate, Engineering, Lubricants and Paints. Some of the brands the agency has worked very closely with are Sony YAY!, BASF – The Chemical Company, International Finance Corporation (A World Bank Group), IFC Edge, Huntsman, Master Builders Solutions (MBS), Sunteck Realty, Growel Group, Nutraprep for their sports nutrition brand XTEND and C4, NXT Digital, In Digital, One Broadband, The Free Press Journal, Growel 101 Mall, Retailers Association of India (RAI), Clothing Manufacturers Association of India (CMAI), Bostik India, Huhtamaki India, Jayshri Gayatri Food Products Pvt Ltd, Milk Magic, Panchakanya Group, Subaru Automobiles, Berger Paints Nepal, Himalaya Wellness Nepal, Surya Life Insurance, The Hidden Treasure – Miss Nepal, Edelweiss Group, Edelweiss Tokio Life Insurance, IDFC First Bank, Development Bank of Singapore (DBS), HDFC Ergo General Insurance, Principal Retirement Advisors, VKL Spices, VVF LTD., Kasyap Sweetners, Gulshan Polyols, Wyzon Biotech, Parry Nutraceuticals, Welspun Group (WIL, WEL, WCL), EVA Live, Laqshya Event Capital, Wify, Gufic Biosciences, marinashion, Organic Theory, China Gate Group of Restaurants, Pramukh Papers, Nayra Tradewell, Apollo Hospital, EyeSpa, SRCC Children’s Hospital managed by Narayana Health, Shop CJ, MTV, Future Media, MiD-DAY, Nick TV, VH1, CNBC Bestsellers 18, High Ground Entertainment, Picture Thoughts Production, GuruKrupa (Marina Enclave and Guru Atman), Event management Development Institute (EMDI),, Divine Solitaires, Jupiter Hospital, The United Cafe and Bar, Atharva Group of Institutes, Nahar Amrit Shakti, Sahayog Dairy, Sheltrex Karjat, Rajesh Lifespaces, amongst others. More information:


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