To create a deep emotional connection between Essco by Jaquar Group and its target audience in tier 2-3 markets by leveraging region-specific influencers. Drive brand awareness and affinity in a low-involvement category through authentic storytelling that seamlessly integrates Essco into the influencers' morning routines.
Essco by Jaquar Group, a value bath fitting brand, sought to increase its resonance in tier 2-3 cities, where purchasing decisions are driven by familiarity, trust, and relatability. Unlike premium bathroom brands, Essco operates in a highly competitive, low-involvement category where traditional advertising struggles to create lasting engagement. The challenge was to make Essco relevant to consumers' everyday lives while avoiding overt selling.
Solution
#GoodMorningsWithEssco - Mornings across various regions are filled with unique charm and cultural richness. To celebrate this diversity, Essco collaborated with regional influencers to give users a glimpse into their beautiful morning routines. Rather than relying on influencers with max. following, we carefully selected cultural icons with deep emotional resonance in the key markets- Durjoy Datta from West Bengal & Neeraj Madhav from Kerala.
Result:-
Durjoy: Reach: 273,298 | ER: 5.2%
Neeraj: Reach: 135,960 | ER: 6.25%
Both Organic - Higher ER , Reach than Influencer + Competition Benchmarks
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