Sociostreet Advertising
A category-first content campaign that built brand recall for Kajaria’s ply and laminate segment not by showcasing products, but by celebrating the architectural wonders of India, earning massive organic media coverage and making dealers take notice.
Kajaria is one of India’s most recognised names in home building materials, but within the Kajaria family, the ply and laminate segment was the quiet one. Most people, including dealers and distributors, associated Kajaria almost entirely with ceramics and the ply and laminate division was seen as a neglected side of the business. Kajaria wanted to change that perception, both with end consumers and within its own B2B network.
Building Materials / Home Interiors / B2B and B2C
Digital, Social Media, Organic Media
The ply and laminate category suffers from a very specific problem: everyone communicates the same way. Every brand shows a beautifully furnished room, lists out product features like scratch resistance or waterproofing, and moves on. It is a category full of product communication and completely empty of brand identity.
To build brand recall and credibility for Kajaria’s ply and laminate segment among both consumers and B2B networks, by creating a campaign that positioned Kajaria as a serious, active, and culturally relevant home architecture brand rather than just another ply and laminate manufacturer.
The insight was straightforward but significant. Kajaria as a brand is in the business of building homes and ply and laminates are part of how homes are built, finished, and made beautiful. Rather than talking about the product, we decided to talk about the category it belongs to, architecture, craft, and the built environment, at the grandest scale possible.
Instead of showing fingerprint-proof surfaces and colour options, we started a conversation about India’s most extraordinary architectural achievements and made Kajaria a brand that celebrated how things are built, what makes great construction timeless, and why the art of building something that lasts deserves to be celebrated.
The campaign was called Desh Ki Raunak and it ran in two phases under the umbrella of The Magnificent Seven.
The establishment of the Ram Mandir was a significant cultural moment for India, one that had the entire country thinking about heritage, tradition, and the timeless art of Indian architecture. Rather than simply riding that wave, we found a way to deepen it.
We built a content series celebrating the rich heritage and architectural brilliance of India’s most iconic ancient temples, including Konark, Kedarnath, Kamakhya, Vittala, Meenakshi and others, focusing on their lesser known stories and the mysteries that surround them. The content was never about the brand and always about the wonder of what India has built across centuries.
The media response was immediate and entirely organic. The campaign was picked up and covered by Financial Express, afaqs, Dailyhunt, Business News This Week, and several regional platforms without a single paid placement. It was covered as a cultural story, not a brand campaign, which was exactly the kind of credibility no media buy could have delivered.
Given the strong response to the temple series, the client moved quickly to launch phase two, applying the same framework to India’s most iconic forts, including Sonar Quila, Gwalior Fort, Bekal Fort, Golconda Fort and others.
The forts gave the campaign a grander emotional register, more connected to stories of power, history, and resilience, while maintaining the same spirit of celebrating India’s extraordinary built heritage that had made phase one resonate so strongly.
Metric | Result |
Total Reach | 50 Lakh+ |
Total Impressions | 75 Lakh+ |
Organic Media Coverage | Financial Express, afaqs, Dailyhunt, Business News This Week and several regional outlets |
Campaign Phases | Two phases, temples followed by forts |
Beyond the numbers, the impact showed up where it mattered most for this brief. Dealers who had previously overlooked the ply and laminate segment started talking about the campaign with genuine enthusiasm, with conversations shifting from indifference to active curiosity about what Kajaria would do next. The segment went from being perceived as a neglected part of the business to being seen as an active, confident, and culturally engaged brand.
Why This Approach Worked
Today, if you ask any export buyer in Panipat who the biggest name in blankets is, the answer is Jindal Textiles. Five years ago that was not the case. That shift did not happen by chance. It happened because we built a brand when nobody else in the category thought they needed one.
If you want to build a brand that earns attention rather than buying it, we would love to show you how.
Reach out to us to book a strategy call or to view more of our work.
