Hindware recently launched the #TwoVoicesOneNarrative campaign, using creator-led content to target two distinct consumer segments via its Hindware Italian Collection and Queo brands. According to Arunima Yadav, Head of Marketing for Hindware Bathware & Tiles, the strategy shifted focus from follower counts to audience alignment, partnering with comedian Gaurav Kapoor for the accessible Italian Collection and finance creator Sarthak Ahuja for the premium Queo line.
The Shift From Functional Utility to Design Statement
The Indian bathware industry is moving away from a model where products were chosen based primarily on price and availability. Rising household incomes and rapid urbanization are transforming the bathroom from a utility space into a considered design statement. This shift is most visible in the growing demand for branded, high-quality products in Tier II and Tier III cities, where adoption is accelerating faster than in previous years.
Hindware manages this bifurcated market through two specific brand identities. The Hindware Italian Collection focuses on accessible design and quality for a broad audience. In contrast, Queo is positioned as a premium lifestyle brand catering to consumers who prioritize global designs and integrated technology.
Pro Tip: When targeting diverse consumer mindsets within one organization, avoid a “one size fits all” messaging framework. Segment your brand truths first, then align them with creators who already hold trust within those specific sub-cultures.
Audience Alignment Over Follower Counts
The #TwoVoicesOneNarrative campaign rejected traditional influencer metrics in favor of “audience alignment.” Hindware identified that different consumer mindsets trust different voices, leading to two distinct partnership strategies:
- Hindware Italian Collection & Gaurav Kapoor: To reach younger, digitally native first-time home buyers, the brand partnered with comedian Gaurav Kapoor (1.6 million Instagram followers). Kapoor used his signature live crowd-work format to mirror the everyday realities and home conversations of aspirational Indian households.
- Queo & Sarthak Ahuja: To attract high-net-worth individuals (HNIs), the brand partnered with Sarthak Ahuja (3.6 million Instagram followers), a Chartered Accountant and ISB Gold Medallist. Ahuja used insight-led storytelling to appeal to consumers who view home design as a long-term strategy and value technology-driven luxury.
Arunima Yadav stated that the goal was to take the “road less travelled” by asking who the consumer engages with and why, rather than focusing on reach alone. To maintain authenticity, Hindware provided no scripts or messaging frameworks, allowing creators to shape the storytelling natively on their own handles.
Did you know? The “organized segment” of the Indian bathware market is expanding beyond metros, as consumers in smaller cities increasingly seek branded reliability over unbranded local alternatives.
Future Trends in Home Design and Creator Marketing
The execution of the #TwoVoicesOneNarrative campaign points toward several emerging trends in the home improvement and marketing sectors:
Hyper-Personalized Living Spaces
Bathrooms are becoming personal sanctuaries.
The Rise of the “Expert” Creator
The partnership with Sarthak Ahuja highlights a shift toward “expert” creators.
Native Content Integration
Frequently Asked Questions
What was the main goal of the #TwoVoicesOneNarrative campaign?
The campaign aimed to increase relevance for the Hindware Italian Collection among younger buyers and build premium brand presence for Queo among discerning, design-conscious consumers.
Why did Hindware choose Gaurav Kapoor and Sarthak Ahuja?
Kapoor was chosen for his relatability to everyday Indian household dynamics, while Ahuja was selected because his audience aligns with the financial and aesthetic mindset of premium Queo buyers.
How did the campaign differ from traditional influencer marketing?
Instead of using scripts or prioritizing follower counts, Hindware allowed creators to develop content in their own style based on “brand truths,” publishing the reels natively on the creators’ handles.
How do you choose between accessible and premium branding for your home? Share your thoughts in the comments or subscribe to our newsletter for more insights on the evolving Indian design landscape.