The Goal
Kohler India was ready to introduce its high-performance showerheads-Magna and Everclear-to the market. The challenge: launch them in a way that captured Kohler’s premium personality while connecting with aspirational urban audiences. The brand wanted an experience that merged celebrity power, digital engagement, and on-ground activation to ensure reach across multiple touchpoints.
The Outcome
- Digital Engagement: A gamified “Pressure Play” jigsaw challenge challenged users to complete puzzles in 30 seconds, simulating the power of Kohler showers. This went viral, with ~150,000 participants engaging online.
- Radio Integration: Listeners across major cities were invited into the campaign through quirky sing-along segments that kept the Kohler name top of mind.
- Mall Activations: Across six days in Delhi, Mumbai, and Bengaluru, shoppers engaged with fun shower-themed games. Nearly 9,000 people visited the stalls, and ~3,000 participated directly in the games.
- Press Launch: The finale was a star-studded media event where Bipasha Basu unveiled the products alongside host Mandira Bedi, drawing massive coverage and energizing both media and fans.
The Feedback
The press event was labeled a “grand success,” with the media noting the seamless pivot and strong execution. Bipasha Basu’s presence electrified audiences; the crowd’s response was described as “going berserk.” Mall visitors praised the interactive nature of the games, while Kohler stakeholders appreciated the consistent brand-building across all platforms. The campaign not only launched the products but also cemented Kohler’s reputation for stylish, bold experiences.
