To drive brand awareness and affinity in a low-involvement category by embedding Essco naturally into the daily morning routines of Tier 2–3 consumers, turning an overlooked utility into a symbol of better living.
Bathroom fittings are rarely top-of-mind. Instead of selling products, the real challenge was to be present in moments that matter, to integrate Essco into everyday life so seamlessly that it felt essential, not advertised.
Aspirational non-metro India is upgrading. There’s a clear shift from local to branded. Bathrooms, once purely functional, are now emotional spaces. We repositioned Essco from a fittings brand to a trusted bathroom companion. Instead of product-heavy communication, we built a content ecosystem with purpose, tailored to the everyday needs and aspirations of Tier 2–3 consumers: Easy bathroom DIYs, practical maintenance tips, design trends simplified for value-conscious audiences. Essco’s social handles today have evolved into a go-to destination for anyone thinking about quality bathrooms.
Result:-
• 29.9M organic impressions delivered in under 8 months
• 3.7M+ video views driving sustained attention
• 2.6× growth in engagements at scale
Crescent Communications Pvt Ltd 1206, 12 floor, TOWER-2, DLF Corporate Greens, Sector 74A, Gurugram, Haryana 122004,
Email: hello@crescentgroup.in
Phone Number: 98998 56995
Crescent Dots-N-lines Pvt Ltd 49, Sector 5, IMT Manesar Gurugram, Haryana 122051
Email akash@crescentgroup.in
Phone Number: 98730 23128
Crescent Dots-N-Lines Pvt Ltd C-106/2, Industrial Area Phase I, Naraina Industrial Area Phase 1, Naraina, New Delhi, Delhi 110028,
Email: hello@crescentgroup.in
Phone Number: 98730 23128
