The primary objective of the LP Hallmark campaign was to spotlight the long overlooked quality standards of screws in the Indian market. By introducing a distinctive hallmarking process that clearly separates its stainless steel products from low quality alternatives, the campaign aimed to reframe how authenticity and quality are perceived in this category. It sought to establish a renewed appreciation for genuine well crafted screws and set a new industry benchmark for reliability and trust.

The core idea originated from a critical pain point, low quality screws had begun entering the market under the LP name, diluting authenticity and damaging trust. To reclaim that trust, the campaign drew a clear parallel with other certified categories like hallmarked gold or ISI marked helmets, emphasising a simple, primitive question to the market, If everything you buy is authenticated through markings, why not screws?

Positioning LP as a pioneer in in house stainless steel manufacturing, the campaign highlighted that LP minted its screws with its own hallmark to ensure every purchase is genuinely aligned with LP quality standards. This became the foundation for distinguishing LP from competitors and reinforcing its place as the standalone trusted provider of hallmark marked screws. To bring this narrative to life, a three phase campaign was executed across teaser, revealer, and post revealer stages that spread across print media, digital channels, and BTL initiatives.

Ultimately, the campaign sought to restore authenticity, reinforce that LP is synonymous with trust, and break the cycle of low quality lookalike products circulating in the industry.

Contractor, Interior Designers, Architects, Carpenters, Dealers & Distributors and even End Consumers

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This campaign reminded us why branding matters at the most basic level, Authenticity. LP came to us with a reputation risk, lookalike, low quality screws were eroding the credibility they had built over years. We responded with a simple, relatable question, "If everything you buy is authenticated, why not screws?" and created a multi phase rollout that made the LP hallmark both visible and valued in the market.

The real validation came from the ground. Carpenters began checking for the hallmark, non LP buyers started demanding authentication from their own manufacturers, and soon the wider industry began adopting the practice too. That’s when we knew the idea hadn’t just communicated, it had shifted behaviour. For Litmus, the campaign reaffirmed something we hold close, our ability to step into categories where trust, clarity, and perception shape real business outcomes. It reminded us how thoughtful, honest ideas can help brands quietly punch above their weight and influence how a market thinks.

We don’t label ourselves as disruptors, but when the work ends up shifting category behaviour, we’re grateful to be the team behind it.

The campaign was well received. Carpenters are now actively checking for the hallmark stickers on the boxes and the engraving on the screw head to ensure the product is genuinely LP.

There have even been instances where carpenters who don't purchase from LP have started demanding hallmarking from their own manufacturers. Following the campaign, several manufacturers began adopting hallmarking practices as well. In doing so, LP effectively disrupted the Indian fastener industry and set a new standard for authenticity.

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Conceptualisation and Art Direction KAPIL VAISHNANI, Founder and CEO.
PRIYANK BADRAKIYA, Creative Head.
Visualisation and Design RUTVA SOLANKI, Sr. Graphic Designer.
Motion Graphic and Video Editing MAYUR SHETHIYA, Sr. Motion Graphic Designer.
Copywriting VAIBHAV DUBEY, Copywriter.
Placement and Media Strategy RAVI PADIYA, Digital Marketing Manager.
KIRTEE VACHHANI, Digital Marketing Executive.
SHREYAS NAIR, Director Client Services.

Heartfelt gratitude to DARSHAK PATEL, Managing Director LP Screw.