Case: Craft out an appealing communication strategy that will help consumers to think of windows as an important category in home interiors. Organization: DCM Shriram Consolidated

1. Priyadarshi Gangopadhyay
India’s largest window
solution provider

2. W h a t i s t h e b r a n d
e s s e n c e o f F e n e s t a ?
High quality windows and doors
Modern designs with assured
support and installation by
trained professionals
Ensures aesthetic, secure,
energy-efficient, sound proof,
monsoon-proof and dust proof
offering

3. 65% of the consumers are
not involved in the purchase
decision of fixtures
28% are actively looking for
aesthetically pleasing
fixtures
New market opportunities
37% are aware of advanced
features and options available
like energy saving windows
83% look for health benefits in
most purchases
Progressive Consumerism
Common consumer complaints:
Lack of options
Cost effectiveness
Bulky designs
Limited features
Lack of aftersales service
Unsatisfied with current options
47% are intimidated by
design complexity
Customizable minimal
designs are appreciated
Communication is the way forward

4. CULTURAL TRUTH CATEGORY TRUTH BRAND TRUTH
Modern, urban Indians
consider
- Homes to be a place
to unwind
- Appreciate open and
well ventilated homes
- Look for aesthetics
and budgets when
buying fittings
TG: 30-50 Yr. Male / Female
1
1
2
2
3
3
The
Idea
For consumers,
buying doors and
windows is a:
- Functional
purchase and not
emotional
- Non brand
conscious decision
- Still a low
involvement purchase
Fenesta provides
architecture solutions
with a specific focus
on:
- Security
- Long lasting
experience
- Aesthetically
appealing fixtures

5. www.yourwebsite.com
Young Parents
Young urban parents
caring for the health of
their children
Emerging Professionals
Urban professionals
demanding low
maintenance, long
lasting solutions
Gen X Families
Families within the age
group of 35-50 looking
for a aesthetic and
superior product
Travel Bugs
Travel hungry millennials
who require windows
tested for the Indian
weather conditions

6. Hospital ICU Hotels
Glass walls to attract
customers; glass walls
make space look bigger
Retail outlets
Encourage window
shoppers to enter and
spend in the outlet
Banks
Noise and dust proof
common spaces in
banks; a premium feeling
Day care
Glass walls for cradle
hubs, highlighting safety
and cleanliness
Restaurants
Visual appeal of a modern
open seating space, in a
controlled area
Operational Clients:
Architects
Focus on design benefits of UPVC
windows
Interior designers
Appeal to the aesthetics of a
design with glasses
Builders
Differentiate with a hassle-free end-
to-end service provider
Institutional
Clients
Sound proof walls,
openness in hospitals
to lower anxiety

7. Sponsor web series for product
placement, awareness and
increased brand recall
Special promotional offers for
B2C clients via web series
YouTube Web series
Maintain relationship with
major B2B clients
After-sales services:
maintenance, cleaning & repair
Key Account Management
Remarketing to clients
communication new products,
innovations and benefits
News feed and achievements of
Fenesta communication monthly
Email Marketing
Look book available at
Signature Studios
OOHs at central business
districts in metros
Kiosks & OOH brandings

8. Brand Message
Fenesta provides strong
protection ensuring no rattling
frames, and safety and security
of the home.
Advertisement
A young Messi makes the glass
wall his goalpost, crashes his
race car and aeroplane against
the glass, paints on it, without
the parent worrying about the
glass breaking.
Target Group
Young parents

9. Brand Message
Fenesta is for the dreamers,
change drivers and leaders. Add
a touch of class to your lives. Go
out and do something BIG!
Advertisement
As the characters look outside
their windows, they see a series
of flashbacks from their journey
to success, and how Fenesta
windows have been constant in
their journey to success.
Target Group
Millennials & Gen X

10. Vivek & Payal are leaving for office, suited up in
his corporate attire. They don’t know each other.
The security guard is overseeing a Fenesta
sliding door installation
Ad #1
Vivek is a 26 year old guy, who
lives alone in the same community
complex. He is a frequent traveler,
works in an IT company, but
craves for a creative outlet.
Character 2: Vivek Arora
Payal is a 25 year old single
woman, owner of a boutique shop
in Delhi. She lives in an community
complex in Gurgaon. Her day is
packed with client meetings.
Character 1: Payal Singh
The third unnamed character is the
security guard of the building. He
is a silent observer in this case and
expresses his opinions by subtle
reactions.
Character 3: Security Guard

11. Ad #2
Vivek is returning from office
He notices the glass door and his creative mind triggers
Flashback of him doodling on the glass windows of his
parent’s home
He makes a painting using acrylic paint
Ad #3
Payal returns from her boutique and notices the painting
She recalls her love for art and asks the guard who made it
“Upar wale Vivek bhaiya ne banaya”, replied the guard.
This ignited a sense of curiosity in Payal
As the days went by she started looking out for “Vivek” or a
new painting
Ad #4
As the end of the week, the city saw torrential rains
Vivek is running towards the lift when he stops and
notices that his painting is not spoilt by the rain
Fenesta’s weather resistance impresses Vivek.
The weather inspires him to draw a new painting
Later in the evening, Payal notices the new drawing and
this time she can’t help is; she doodles a smiley

12. Ad #6
Ad #5
Vivek notices the smiley and asks the guard about it
“Upar wale Payal didi ne banaya”, replied the guard
Now Vivek’s quest for finding Payal begins…
Vivek starts painting daily in hopes of bumping into Payal
On a fateful day, Payal walks into the building the building
while Vivek is painting and stops short
Vivek notices her and asks, “Payal?”
We see the ad fade away and both of them walking out
together
Web campaigns with #BeginWithFenesta
Kiosk brandings in Fenesta’s flagship Signature Studios
#RainGuardWithFenesta #DustGuardWithFenesta
Brochure & flyer distribution with feature specific posters
in direct sales channels & interior designer magazines
Omni-channel branding

14. Rapid art contests with
graffiti artists in malls
Creative brochures & kiosk
branding in furniture stores
Offline engagements
Virtual reality app with Fenesta
dream homes
Rewards for time-lapse video
and creative pictures posted by
customers online
Consumer engagements
V-logs and blog reviews on
interior designer forums
Banners & posters with
#RainGuardWithFenesta
#DustGuardWithFenesta on
social media channels
Online engagements
Hand-outs for potential B2B
clients at trade shows
Consultative selling & feedback
gathering from B2B clients
Trade shows for B2B clients

15. www.yourwebsite.com
Increase brand engagement, encourage
shares and challenges, with a humorous
twist.
Click a selfie against a glass wall
Post it on Instagram with
#WatchOutForThatWindow #FenestaDesign
Challenge your friends
Tag your friends in the post and challenge to
click and post such selfies
Campaign winners
10 lucky winners of the campaign are
rewarded by Fenesta with a free home
remodelling

16. Evaluation
Visits designers
and developers,
compares designs
Purchase
Buys the product
and installs it
Decision
Shortlists two brands
and evaluates based on
finer details & benefits
Need
Consumers start
thinking about
interior renovation
Information
Begins noticing
households nearby,
magazine and TV ads
Web & Peer Evaluation Print, TV & web ads
Look books, brochures Personal consultancy
After-sales service, loyalty

18. TV
Early evenings news
Weekend movie slots
₹920/sec
20 seconds/ad
5 times/slot
2 slots/per
OnlineNewspaper
& OOH
TOI, HT, Hindu
OOH across travel routes
₹6,700/sq cm
₹65,000/OOH/month
Half jackets (16.5 x 52 cm)
5 hoardings/city
2 times/week
3 months OOH campaigns
Google Search, Display
YouTube Ads
₹8 CPC, ₹20 CPM
Side banner ads
4 view/user/day