From Boardroom to Bollywood: The Emraan Hashmi Campaign That Changed Orkay Tiles Forever

When Orkay Tiles decided to launch an ad campaign, little did they know how Zoommantra was going to change their business and market position forever. After a deep discussion, a strategy was hatched by Zoommantra for Orkay tiles to increase its sales by efficiently creating contents. 

And soon, a minimal budget was locked and an actor was finalized. Orkay tiles decided to hire Emraan Hashmi as its face on behest of Zoommantra. But why Emraan Hashmi?

After properly studying the competition, brand market and legacy, Mr.Rohit Bajaj, CEO at Zoommantra, decided to position the brand in the most filmy premium way, and who would be better than portraying that image other than Emraan Hashmi, specially when market was abuzz with Ba**ds of Bollywood and its portrayal of Emraan as Intimacy King. Dialogue that went viral was - Akkha Bollywood Ek Taraf, Emraam Hashmi Ek Taraf.

This was golden. It had to be encashed. The campaign designed was - Duniya Ki Sari Tiles Ek Taraf, Orkay Tiles Ek Taraf

Kumar Siddharth, Creative Director, at Zoommantra was wearing the director’s hat for Orkay Campaign and Veteran Actor Rohit Bose Roy came as Creative Director for the campaign. Using his years of experience, Mr. Rohit Roy took the campaign to the next level. 

The date of shoot was finalized - 25th October, keeping in mind the busy schedule of Emraan Hashmi for his then coming soon movie - Haq. 

Zoommantra had planned to take the best advantage of the campaign's protagonist’s upcoming release. 

Production team got in action. One of the main challenge was that Emraan Hashmi was going to be there for just 4 hours. Keeping this in mind, Kumar Siddharth, had designed the scripts in a way that could be finished in 4 hours. 

Set up began. Lighting started. The team was working while the city slept. The race was against time. Soon, dawn cracked and Emraan Hashmi appeared, emanating his heroic charm and tongue in cheek humor. 

Shoot began and the chemistry between Mr. Rohit Bose Roy and Mr. Emraan Hashmi electrified the set. What was on paper started getting on film… The brand owner was awestruck… He could see the discussion that took place behind closed doors of Zoommantra cabin materializing into reality. 

The paperwork of the Direction team was strong. As 4 hours passed, the director shouted pack up! 

A history was recorded on screen. 

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