Somany Ceramics & Bathware has bagged the prestigious Silver metal at the e4m IMA South 2025 Awards in a multi-category that also included marketing and manufacturing. The award was presented for the brand's campaign "Influence Redefined: Regional Celebs, Real Results in Tamil Nadu," which was executed by Madison Communications, a renowned marketing agency working with the ceramics major.
The campaign stood out for its nuanced and region-first approach to influencer marketing, strategically leveraging the cultural connect and popularity of local television celebrities. Focused on the Tamil Nadu market, it was designed to go beyond visibility and deliver genuine engagement. Featuring well-loved stars like Gomathi Priya and Vetri Vasanth from the hit Tamil show Siragadikka Aasai, the campaign resonated deeply with homeowners, architects, and design enthusiasts across the region: creating memorable moments and stronger brand affinity.
The use of popular regional faces brought Somany's products, especially tiles and bathware, into everyday conversations in a language and tone that the audience truly related to. From communicating the beauty of a revamped bathroom to showcasing the seamless charm of designer tiles, the campaign blended aspiration with relatability, and performance with compelling storytelling.
Speaking about the win, Mr. Anshuman Chakravarty, Vice President - Marketing, Somany Ceramics Ltd., said, "This recognition is a proud moment for all of us at Somany. We've always believed that marketing shouldn't be confined to reach, but should also signify relevance as a whole. Our Tamil Nadu campaign wasn't built around mere celebrities but a deeper cultural connection. By collaborating with beloved local talent, we were able to speak directly to the hearts of our regional consumers. This award validates the power of regional storytelling and the growing importance of contextual, localised brand communication in 2025 and beyond."
The e4m Indian Marketing Awards (IMA) South recognises the most impactful and creative marketing work from brands and agencies across Southern India. Somany's campaign emerged as one of the few in the consumer durables space to break through with a hyperlocal yet high-impact strategy. With this win, Somany Ceramics & Bathware continues to set new benchmarks in brand innovation and storytelling, emphasising Somany's dedication to staying rooted in local cultures while building a pan-India presence.
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