Marketing is an ever-evolving field, and staying relevant requires continuous curiosity and adaptability. I keep myself informed by engaging with industry peers, tracking emerging trends, and embracing fresh ideas said Minal Somany, Brand Custodian, Somany Ceramics, in a conversation with Prasenjit Chakraborty.
Q1. How has your vision for aligning Somany Ceramics’ marketing initiatives with overall business goals evolved, and what specific strategies have you implemented to achieve this alignment?
Marketing isn’t just about promoting products; it’s about truly connecting with our customers and understanding what they value. We’ve focussed towards a more customer-centric approach, where we don’t just sell tiles or ceramics — we sell an experience, a lifestyle.
Our customer experiences strategy balances in-store engagement with a strong digital presence, blending innovation and tactile appeal to offer memorable experiences. We have currently 20 company showrooms and over 500 expansive franchised showrooms across India. Our showrooms offer immersive experience through full-size mock-ups, helping customers visualize tile placements in different settings. This tactile, sensory approach allows customers to experience the look and feel of tiles before purchase.
Q2. Can you share the impact of the ‘Zameen Se Judey’ campaign featuring Salman Khan on brand perception and customer engagement? What key messages do you believe resonate most with your audience?
The ‘Zameen Se Judey’ campaign has been incredibly special. With Superstar Salman Khan on board, we wanted to convey a sense of connection to one’s roots — something that feels familiar and heartwarming. It’s this authenticity that resonated most with our audience. The campaign wasn’t merely about brand promotion. In fact, it was about celebrating the deep, often emotional relationship people have with their homes. This connection has definitely enhanced how our customers see and engage with us.
Q3. With your focus on technology and innovation, how has the introduction of tools like the 3D tile visualizer and augmented reality interfaces transformed the customer experience at Somany Ceramics?
We are going to start a new application very soon through which customers will be able to visualize tile application online. It will allow customers to experiment with various tiles in their own room setups digitally, alongside they will also have concept rooms and panoramic viewing opportunity to help explore combinations and styles suited to their preferences and requirements. We at Somany combine both online chat support and in-store expert consultations, so customers can receive guidance from design experts at any point in their buying journey. We also conduct design workshops to educate customers specially IHB’s (independent home builders) about tile care, design trends, and installation tips, enhancing the value of their purchase experience.
Our strategy is focussed on driving Customer Experience with New Digital Innovations, Immersive Showrooms, and Personalized Design Support.
Q4. The marketing landscape is constantly changing. How do you stay ahead of new trends in both traditional and digital marketing, and how does Somany Ceramics incorporate these trends into its strategy?
At Somany Ceramics, storytelling is at the heart of our brand journey. We believe every tile is more than a product; it’s a narrative waiting to be woven into customers’ lives. Our recent launch, the Colorato Collection, is a testament to this ethos. This exclusive series of eight vibrant, chromatically distinct tiles draws inspiration from the timeless allure of India’s iconic historical monuments. Each shade is curated to evoke the legacy, beauty, and cultural essence of these landmarks, turning spaces into living canvases that resonate with heritage.
The Colorato Collection has sparked a wave of excitement among architects and customers alike. Its unique story, coupled with unmatched craftsmanship, has not only captured their curiosity but has also deepened their connection with our brand. This engagement isn’t just about selling tiles; it’s about delivering experiences that blend history with modernity, creating lasting impressions in every space. Our mission is to continue blending innovative products with powerful storytelling, enriching lives and spaces alike.
world of marketing moves fast, so staying relevant means constantly being curious and adaptable. I stay updated by connecting with industry peers, following emerging trends, and embracing new ideas. For Somany, it’s about balancing the tried-and-true with the fresh and innovative. We’ve imbibed influencer partnerships, rich storytelling, and digital tools to create a blend that speaks to both our traditional and younger customers. It’s about evolving without losing sight of who we are.
Q5. Balancing professional responsibilities with personal interests is crucial. How do your pursuits in reading, travel, and spiritual learning influence your leadership style and decision-making at Somany Ceramics?
Reading broadens my perspective, travel keeps me curious and open-minded, and spiritual learning grounds me. These experiences teach me patience, empathy, and the importance of understanding different viewpoints — qualities that I believe are crucial for leadership.
