KICH India had been manufacturing stainless steel architectural hardware for decades. Their products were in buildings across the country. Distributors trusted them. The industry respected them. If you worked in construction, fabrication, or interior design long enough, you had almost certainly specified or sold a KICH product.
But when someone searched for hardware guidance on Instagram, or looked for a brand to follow for industry knowledge, KICH was not the page that came up. The offline credibility was real. The digital footprint was not.
People were buying KICH. They were not following KICH. There is a meaningful difference between those two things, especially when you are trying to build a generation of professionals who actively identify with your brand rather than simply purchase from it.
That was the gap Flora Fountain was brought in to close.
The top of the funnel needed to earn attention before it asked for anything. Hardware professionals do not follow brands out of habit. They follow sources that make their work easier, their decisions faster, and their expertise sharper.
We strategized the Just Ask KICH content series around exactly that logic: make KICH useful to the professional community before any campaign, any celebrity, and any product push reaches them..
Topics covered installation guidance, product selection for specific applications, specification advice, and category knowledge that carpenters, fabricators, and architects could apply directly on the job. The goal was simple: every professional who followed KICH because of the education content was already a warm audience before the brand campaigns began.
Most industrial brands produce content that looks like a product catalogue with a social media filter applied. We took the opposite approach.
The community content layer was built around the professionals themselves. Project showcases where fabricators and contractors saw their own work celebrated. Trade-relevant moments that matched the rhythm of how the industry actually operates. Stories from the field that resonated with people who build things for a living, not just people who sell them.
A feed that feels like the industry (not like a brand) is a feed people come back to.
Each piece of community content served double duty. It gave existing followers a reason to stay engaged, and it gave new visitors a sense of who KICH actually stood for before they decided to follow.
KICH had made a significant investment in bringing Ajay Devgn on board as brand ambassador. The partnership had credibility and potential. But potential is only realised through distribution.
We built a three-channel visibility strategy to ensure the campaign reached the right professionals across the country at meaningful frequency.
Google Display Advertising delivered pan-India coverage with regional focus, placing KICH in front of professionals across the construction and design ecosystem wherever they were browsing.
YouTube Advertising used profession and interest-based targeting to reach architects, interior designers, and fabricators in the content they were already watching.
Meta Advertising ran the campaign across the full trade audience at scale, achieving a frequency of 4.70, meaning the average relevant professional encountered the KICH and Ajay Devgn association nearly five times.
Lead Magnet Catalogue Downloads turned campaign attention into action, with the product catalogue positioned as a value-first asset within the campaign. The result was 5,000+ downloads, professionals choosing to pull KICH product information themselves rather than just scrolling past an ad.
A frequency of 4.70 is not a vanity number. It is how brand associations form. One impression creates awareness. Five impressions create recall. And recall is what translates into specification decisions, purchase decisions, and the kind of brand preference that shapes which product a professional recommends to a client.
They had the Unnati by KICH app, for which we targeted META. Points for purchases. Recognition for consistent use. A real system that created real value for the carpenters/designers/interior designers who used KICH products every day.
The problem was that the carpenters who stood to benefit most from it had no idea it existed.
We built a targeted app growth campaign around three elements.
Video content in the carpenter's own language: practical, direct, and built around the actual benefit rather than the feature. Not "download the app." But "you are already earning this, here is how to claim it."
Targeted performance campaigns that reached carpenters specifically, not a broad hardware audience, through audience segmentation built around their behaviour and interests.
Incentive-led storytelling that framed the app as recognition the carpenter had already earned, removing the friction of "why should I download this" by answering it before the question was asked.
The result was over 4,100 app installs at a cost of under Rs. 8 per install. That figure is not just efficient. It reflects what happens when performance marketing is built around genuine audience understanding rather than broad targeting and generic creative.
The results across the engagement programme, the brand visibility campaign, and the app growth initiative reflect what a connected, layered strategy delivers over time.
