MUMBAI: Bathroom brilliance just met browser muscle. In a digital leap, Roca India has appointed Gurugram-based Hashtag Orange to lead its online brand transformation. Announced on 22 April, the mandate comes with a full-stack remit: digital storytelling, data-fuelled media planning, and an SEO strategy built to soak up search traffic like a Roca basin.

With over 100 years of global expertise in sanitaryware, Roca is hardly a new name in Indian households. But as digital becomes the new showroom, the brand has turned to Hashtag Orange to build visibility, engagement and recall in the minds of modern consumers who shop, scroll and scrutinise online.

"Roca is more than a brand; it's a name that has established quality, innovation, and design excellence in the world of bathroom solutions for decades. We aim to enhance this legacy in the digital world by developing strategies that connect with digital-first consumers today in the Indian market. At Hashtag Orange, we are committed to the potential of stories and technology, and with Roca, we have a thrilling chance to merge both into one to fuel engagement, awareness, and growth," said Hashtag Orange founder Mukesh Vij.

Roca India head of brand marketing Vikrant Choudhary added, “Consumer behaviour is evolving rapidly, and online presence has never been more powerful. At Roca India, we've always believed in innovation—not only in our products but also in how we engage with our consumers. Our collaboration with Hashtag Orange couldn't have come at a more opportune moment, as it aligns with our mission to create stronger relationships, drive recall, and apply data-driven intelligence to inform our digital destiny. We are eager to see this collaboration bring about a significant and compelling digital presence.”

The brand film, slated to roll out across digital channels, will spotlight Roca's legacy, product excellence, and sustainability ethos. Beyond eye-candy campaigns, the partnership aims to harness customer insights and performance analytics to keep the conversation flowing—not just around taps, but around touchpoints.

In a landscape where every scroll counts, Roca is betting that its digital revamp will help it maintain category leadership, while Hashtag Orange looks to turn clicks into conversions and eyeballs into enduring brand love.