With this digital activation, Mirum India also aims to highlight the brand’s thought leadership in kitchen spaces Mirum India, a part of the WPP group, has created a digital film for Corian® Design sub-brand Corian® Quartz. The film showcases the stunning designs introduced by Corian® Design. A true inspiration for design experts and architects, the film beautifully showcases various colours and layouts for the Indian kitchen. The theme ‘inspired by nature’ fits in perfectly with the core focus of the brand. With this digital activation, Mirum India also aims to highlight the brand’s thought leadership in kitchen spaces. The insight behind the film lies in the importance of kitchens in an Indian household and the increasing popularity of open kitchens among consumers. The film was targeted to SEC A/A+ individuals across PAN India by mapping their digital interests and consumptions in order to engage with them on various digital platforms, developing a recall value for the brand and eventually turning them into potential conversions. Arvind Nair, Regional Director (Delhi), Mirum India, says, “We aimed to create the inspiration that the product brings out through this digital film, capturing the textures, colours and the range of Corian® Quartz.  We have created a segmented approach to drive this to the end-users, tying in with user behaviour and intent. The campaign has helped the brand create an aspirational digital persona that has led to conversions, which signify how understanding the customer's digital behaviour is paramount in selling interiors today”. Sanjay Mehta, Joint CEO, Mirum India, further adds, “The Path-to-Purchase journey for most products now begins from digital. It has now become imperative for every brand to capture the imagination of the end-user digitally, even if the sale is driven through a brick and mortar shop. With this digital film, we have aimed to the same. ‘Wow,’ the end-users with the stunning designs from Corian® Quartz”.