Aquaphobic Technologies Pvt Ltd

Opportunity

In the rainy season many buildings get leaks and seepage on walls and roofs. The Keons range of waterproofing paints presents a quick and less expensive solution to stopping leaks and seepage. The Company was launching the brand and wanted to create awareness in a limited budget.

Outcome

Created awareness about the brand, especially amongst the trade.

Background

Backed by scientific research Aquaphobic Technologies developed a range of paints and waterproofing additives, called Keons, that make walls and floors 100% water proof. The Company wished to launch them in their home market of Kerala well before the monsoon when the paint market becomes dull.

Challenge

We are launching the first ever waterproofing paint with unique qualities. That is a claim that many people will not believe. We needed to build some authenticity around the brand

Objective

To create awareness about the brand and its unique properties and generate dealer enquiries without incurring high costs since budgets were limited.

Action

Since the budget was limited we planned a press conference for two reasons – one, if we get good coverage in the press (Print and TV) it will create awareness amongst the trade (paint dealers) who are our primary audience. Two, we were launching a range of unique waterproofing paints and an article in the press or a mention on TV news creates an authenticity immediately on launch. A press conference was conducted where we also had the scientists who developed the paint talking about their research and the paint’s properties. The event was attended by all major media, print as well as TV. The press conference got very good coverage and created good awareness about the brand.

Result

Enquiries and responses from paint dealers were high. However, all marketing and sales activity had to be stopped because of the COVID-19 crisis.

We are very happy with the support we got from Pradip at Evoke Ideation. The press launch and the media coverage of our new paint brand, Keons, was a bigger success than we had expected. We look forward to working with Evoke Ideation in the coming future too.

Mr. Rajeev Namboodiri Managing Director, Kovilakkam Properties Pvt Ltd., Thrissur

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