IGI Logo

BeanstalkAsia, an integrated marketing communications agency, has conceptualized and delivered an engaging brand film for Homesure Gypex Boards and Plasters, presenting them as the ideal solution for long-lasting, beautiful interiors. Homesure, a retail brand from Walplast Products, is a leading building materials manufacturer and the third-largest producer of Wall Putty in India.

The brand film draws inspiration from Krav Maga, a self-defense technique known for its efficiency and adaptability. By showcasing the dynamic nature of Krav Maga, the film metaphorically aligns these qualities with the attributes of Homesure Gypex Boards and Plasters. The GypEx range of products are strong, flexible, lightweight, and heat-resistant, capable of withstanding the rigors of home construction while providing an aesthetically pleasing finish.

The campaign aims to de-construct and simplify construction practices by addressing customer pain points and establishing new benchmarks in efficiency, durability, quality and premium features. Through this campaign, Homesure aims to empower consumers with product knowledge and accompanying benefits, highlighting the unique features of Homesure GypEx. With a core made from 100% natural gypsum and other eco-friendly materials, these products ensure structural integrity and contribute to sustainable building practices. Moreover, the product boasts of faster setting time, light weight and effortless application, transforming construction methods for beautiful, functional living spaces.

The positioning of "Damdaar Looks, Zordar Protection" emphasizes the dual importance of aesthetic appeal and structural strength in home interiors, resonating with homeowners' desire for products that offer both beauty and durability. The film illustrates the resilience and adaptability of Homesure GypEx range of products, making a compelling case for their superior quality and performance. The narrative connects with the audience on a deeper level, reflecting the emotional investment that homeowners place in building their dream homes.

Mr. Aniruddha Sinha, Senior Vice President, Marketing, CSR, and Business Head – P2P Division, Walplast, expressed his enthusiasm for the brand film, saying, "BeanstalkAsia's creative vision beautifully encapsulates the strength and resilience of Homesure GypEx, aligning perfectly with our brand values of trust, dependability, and reliability. We are presenting not just building materials, but comprehensive, eco-friendly solutions designed for today's construction challenges. This campaign underscores our dedication to excellence emphasizing our role as a trusted partner committed to building sustainable structures, now and into the future.”

Upendra Singh Thakur, Founder of BeanstalkAsia, added, "Our goal was to create a high-impact brand film that highlights the technical superiority of Homesure GypEx while connecting with the audience through the defense techniques of Krav Maga. By shooting with a professional Krav Maga practitioner, we were able to visually convey the product's robustness and versatility."

TEAM CREDITS:

Agency: BeanstalkAsia
Production House: Abunsun Film Company
Creative and Strategy Head: Upendra Singh Thakur

Film Director: Shashii Bhushan
Creative Concepts & Script: Amitabh Chatterjee

Creative Director: Naresh Mestry

Art Director: Jayesh Wadwal

Business Head: Murali Menon

Director of Photography (DOP): Sachin Gandankush

Music Director: Rimi Dhar

Above views are of the author and not of the website kindly read disclaimer