Alstone, a company specializing in exterior cladding, has released a new television commercial (TVC) featuring Bollywood actor Kartik Aaryan. The campaign, titled ‘Think Cladding, Think Alstone,’ highlights the company's products and their use in architectural and residential projects, focusing on design and material durability.
The TVC features Bollywood actor Kartik Aaryan delivering a monologue in which he humorously describes his ‘problem’, or reluctance to leave his home, drawn by its aesthetic appeal enhanced with Alstone’s exterior cladding. He comments on the home’s design, finish, and durability, noting the cladding’s premium look and versatile application. The advertisement illustrates the impact of exterior cladding on a home’s appearance while highlighting qualities such as style, durability, and design appeal, aiming to present the product in an informative and engaging manner without promotional exaggeration.
Watch the video here:
Commenting on the launch, Sumit Gupta, Managing Director, Alstone, shared, "This campaign is a reflection of our brand's evolution and commitment to our customers. Alstone has always stood for trust and quality. We chose Kartik Aaryan as our brand ambassador because his dynamic personality aligns perfectly with our forward-thinking ethos. We believe his portrayal of a homeowner so in love with his space will deeply resonate with millions of Indians and shift the perception of cladding from a simple material to a vital element of architectural design that brings dreams to life."
The campaign presents Alstone cladding as a solution for enhancing the appearance and durability of homes. The TVC highlights its use in creating aesthetically appealing and elegant spaces, extending its relevance beyond the construction sector to homeowners. It emphasizes how exterior cladding can contribute to both protection and visual appeal in residential spaces.
Adding to this, Pankaj Malhotra, Vice President, Sales & Marketing, Alstone, elaborated on the strategic thinking behind the campaign. "We recognized the need for a memorable engaging campaign which could provide the audience the range of breathtaking and versatile cladding solutions provided by Alstone and Kartik Aaryan was the ideal choice. His unique ability to connect with the audience made him the perfect fit. This TVC tells a story every homeowner can relate to the joy of a personal sanctuary. The tagline 'Think Cladding, Think Alstone' is designed to establish us as the first and only choice for all cladding needs, driving brand recall and preference in the market."
The TVC launch will be accompanied by a 360-degree marketing campaign across digital, print, and out-of-home media. The campaign aims to raise awareness of Alstone’s cladding solutions, highlighting their aesthetic appeal and versatility, and to engage a broad audience including homeowners and design enthusiasts. It also seeks to reinforce the brand’s presence in the market and inspire creative applications in architecture.
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