• By ibrands 360

54-somanyA passion to capture the memories of millions and forge close connections with its customers on both a functional and emotional tangent, and an uncanny penchant to stay finely in tune with consumer trends and aspirational values of contemporary times has led to the Somany Ceramics brand of glazed tiles, vitrified tiles, sanitary ware and porcelain floor tile solutions tenaciously achieving landmarks and blazing refreshing trends in home interior design. Since 1969, the brand has endeavored to adorn homes and weaved stories that chronicle delight, exuberance and vivaciousness resounding with the quality, strength and life of its products.

Blaze to Brilliance
With a sphere of influence spanning India, Africa, South Africa, the Middle East, United Kingdom and Russia and over four decades of imbuing a brand mission of spearheading industry innovation and price efficacy in congruence with heralding the advent of novel fashion frontiers in the ceramics and allied products segment, Somany Ceramics has established its presence as a leading and formidable force in the Indian tiles sector. At its Haryana and Gujarat manufacturing facilities in India, generating a production capacity of 24.45 million sq. metres annually, the brand’s credenda of rendering Joy per square feet to its customers is energized by consistency: from implementing the newest in technological brilliance to a steadfast practice of lateral thought and trend-setting tenets, to pioneering several firsts in design and style for consumers. Somany Ceramics’ determined pursuit of delivering excellence and investment into Research & Development have placed its brand in an illustrious bracket: as early as 1996, Somany’s indigenous R&D unit became the first ever in the Indian tile industry to obtain the approval and recognition of its country’s government. The brand also has to its credit a patented ‘VC Shield’ technology – an invention of a high abrasion resistant glaze composition – another first-mover distinction for an Indian tile brand.

Faith Factor
The Somany Ceramics brand has successfully unlocked the charismatic code of keeping its customers riveted to its array of offerings over the decades by orchestrating a user experience that has been true to the contemporary context of each era in the consumer mindspace. The brand’s initial essence providing its customers an assurance of strength, durability and affecting closeness to hearts has been augmented in recent times and has now translated into dynamism and effervescence that consumers effortlessly today identify with owing to the avant-garde look-and-feel that Somany stands for. It is this unique brand value proposition of being felt, not just seen or heard and to create deeper more meaningful relationships with its customers and reinforce brand-customer relationships that spark conversations embodies the Somany experience: a brand that customers would desire to spend time with!

Engagement that Enthralls
Marketing planning, strategic thinking, creative approach, out-of-the-box thinking and innovation have been pivotal to the success quotient and strong brand appeal of Somany Ceramics. Among the most trusted brands in both aided and unaided recall, the recent makeover in the Somany brand identity was driven by a keenness to keep pace with consumer trends and market realities. The all-encompassing arena of promotional activity to reposition and relaunch Somany Ceramics as a new brand idea with a new voice, as it embarked on an exciting new journey to reach even closer and tap the pulse of consumers, has included conventional and non-traditional routes of communication, prominent among them being a return to television commercials and an impetus on the digital and out-of-home routes, innovative activations to highlight the vibrant, exciting, dynamic and passionate persona of Somany Ceramics in its new avatar. With a view to bolster customer-orientation, the predominance of the colour red in its new brand logo stems from the core of Somany’s energy-packed and enterprising DNA, and aims to appeal to a wider audience via fresher and engaging products, marking their foray into consumer consciousness.

Intelligence in identifying and designing innovation in its range of wares, and consistency in delivering the latest in quality, fashion and style to its audiences has fuelled the Somany Ceramics brand to the stature of an entity that is at once admirable and responsible. Assiduously believing in investment into significant Research & Development initiatives – and then metamorphosing these achievements into products that gleam with originality and excellence in interior design – breathes fire into the Somany brand!

Brand Promise
Somany stands for an innovative, best-inclass quality, passion-driven and an audacious approach to life that makes every Somany user proud. It stands for the Somany way of doing things. In recent times, Somany Ceramics’ new identity of vibrant, young and energetic strives for even better consumer connect, with this compelling persona carving itself an even more special place in the hearts and minds of its customers.

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