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Somany Ceramics plans to create a distinct identity, strengthen roots of the brand

The brand custodian Minal Somany is involved with strategic decisions across ATL, BTL and digital platforms.

ET Bureau|
Dec 13, 2019, 12.54 PM IST
Minal Somany reveals how she plans to strengthen the roots of brand Somany.
Minal Somany reveals how she plans to strengthen the roots of brand Somany.
Minal Somany on how she plans to strengthen the roots of brand Somany.

Minal Somany is the brand custodian at Somany Ceramics. She is actively involved with all the strategic decisions across ATL, BTL and digital platforms. Her focused agenda is to align Somany’s marketing initiatives with the overall business goals to ensure maximum top of mind share and ROI. In her spare time, Somany likes to read and travel. In fact, she maintains detailed logs of each city, writing about restaurants and places she visited. She also pursues her quest for spiritual learning and self-development. Excerpts from an interview:

How did your journey in the corporate world begin?
I started my professional journey 15 years ago when I conceptualised ‘The Fine Line Store’, a concept store for Somany. It was later changed to Somany Global, engaged in importing and selling bespoke collection of tiles from global brands. Currently, I am involved with branding and helping our team make key strategic decisions.

What makes Somany one of India’s leading brands?
Somany has established itself as a formidable player in the industry. We have evolved from a ceramic and vitrified tiles company to a multi-product interiors player. Our focus has always been on brand building and engaging with consumers. Our legacy of over four decades, our value system, transparent and ethical working has helped us build strong ties with all our stakeholders. We identify ourselves to be a stylish, vibrant and a youthful brand. Our vision for the brand is to have a better consumer connect and be a generic name within our category. This is only possible if we create a distinct identity within the clutter.

How did you arrive at the final choice of brand ambassador and the campaign thought?
Our brand campaign with superstar Salman Khan showcases Somany’s humble and rooted values with the tagline ‘Zameen se Judey’. Salman Khan’s name was our first choice because we, as a brand, identified with his persona and value system. Moreover, he is loved by the masses. He helps bring forth the campaign’s essence, which is: One might soar high with success, but one should always be rooted and remain grounded’. Thus, ‘Zameen se Judey’. Somany has partnered with him for a 360-degree campaign.

Salman Khan was picked by Somany, the brand revealed, for his persona and value system.
Salman Khan was picked by Somany, the brand revealed, for his persona and value system.

How do you ensure that the brand stays relevant in the market?
It is important to engage with consumers continuously in a low involvement category like ours. We conduct numerous product launches and influencer meets, coupled with various trade activations and dealer incentive trips. Innovative outdoor campaigns like airport brandings, buses, hoardings, radio, TV and cinema are some of the major activities to stay connected.

Digital marketing has played a key role in reaching out to millennials through our quirky campaigns on social media handles. We have a user-friendly mobile app and a website that offers an intuitive user interface, faster navigation and improved searches. An advanced 3D tile visualiser set up at the stores helps the customer experience how a tile would look in their home.

Our CSR for skill development, where we train thousands of masons, helps us remain at the top of the mind with the people who matter the most but often go unrecognised.

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