Hindware, a prominent Indian brand in bathware, tiles, and consumer appliances, has unveiled its new brand positioning, ‘Designed for Sukoon’. This initiative includes a comprehensive campaign that reimagines homes as sanctuaries, focusing on more than just functionality to provide genuine wellbeing and comfort. Developed by MullenLowe Lintas Group, the campaign embodies Hindware’s commitment to creating a warm and welcoming environment for consumers, filled with Calm, Care, Comfort, Love, and Playfulness. It aims to ensure that Hindware becomes an essential part of customers’ busy lives rather than merely a brand in their homes. Grounded in the brand’s philosophy of fostering deep emotional connections with consumers, the campaign resonates emotionally with audiences of all ages across India.
The ‘Designed for Sukoon’ concept is brought to life through various innovations, such as a Multifunction Shower with Thermostat that simulates monsoon rain, a Smart WC with a warm seat akin to a winter blanket, splash-free faucets, vibrantly colored washbasins, an IoT Chimney with Maxx Silence Technology for peaceful moments, and premium tiles that combine beauty with durability, all contributing to transforming a house into a home. Shashvat Somany, Head of Strategy at Somany Impresa Group and Non-Executive Non‑Independent Director at Hindware Limited, stated, “For over six decades, Hindware has been a symbol of innovation, quality, and trust.
With the ‘Designed for Sukoon’ campaign, we are entering an exhilarating new phase that consolidates our entire Bathware, Tiles, and Kitchen appliances portfolio under a unified brand positioning. This campaign celebrates everything Hindware represents—integrating design, technology, and emotion to turn every home into a haven of tranquility and comfort.” Nirupam Sahay, CEO of Hindware Limited, emphasized, “At Hindware, we continuously strive to go beyond functionality, creating solutions that enhance daily living. The ‘Designed for Sukoon’ initiative showcases how innovation and design excellence converge across our Bathware, Tiles, and Consumer Appliances portfolio to transform a house into a nurturing home that fosters peace, comfort, and care, providing precious moments of Sukoon.
This campaign demonstrates our dedication to staying connected with our customers and anticipating their changing needs.” Arunima Yadav, Head of Marketing at Hindware Limited, added, “Through ‘Designed for Sukoon’, we honor our brand’s legacy of trust and deep emotional connections with our consumers while engaging today’s audience with fresh emotional storytelling. The campaign captures heartwarming moments and diverse emotions that reflect aspirations for a premium lifestyle and the comfort of a home that resonates through generations.” Ram Cobain, CCO of Mullen Lintas, remarked, “Technology can often seem impersonal. However, when executed correctly, it can feel warm and human. ‘Sukoon’ is an onomatopoeic term—it sounds like what it signifies.
This profound feeling of assurance that everything is well in the world is at the heart of our creative vision. More than just a campaign, ‘Sukoon’ embodies a design philosophy present in every Hindware product and experience.” The ‘Designed for Sukoon’ campaign encompasses various platforms, including Television (DTH & Connected TV), OTT, Digital, Print, Cinema, OOH (Airport), and Social Media, with its reach enhanced through social media initiatives and influencer partnerships.