For Borosil, we embarked on a massive campaign to reposition and reinvent one of India's largest kitchenware brands. It was one that combined product design, digital and strategy.
When a local adhesive brand began to eat into Fevicol’s market share using unscrupulous means, they turned to us. An in-depth research exercise across three problem-areas ensued and provided some really eye-opening insights. The resulting campaign encompassed everything from TVCs to memes and spoke to everyone from homeowners to contractors. Here’s a more comprehensive look at how we tackled Fevicol’s challenge.
Big Bazaar has constantly experimented to keep up with the times and be in touch with the customer’s needs. Over the last few years, it has moved from being a hypermarket, to becoming a value department store. The cheap stuff is no longer there; it has been replaced by a range of offerings, including premium brands across categories. In doing so, it has upgraded the way India shops. Big Bazaar was looking to change itself yet again, to now becoming a service brand. It wanted to provide India a whole new retail experience, in order to transform the way India shops.
Due to Imagica’s location – between the cities of Mumbai and Pune – they found that people from neither of these cities adopted it as ‘their amusement park’. Imagica’s convenient location was, surprisingly, working against it. Our goal was to get the citizens of Maharashtra’s two largest cities to adopt Imagica and make it their destination of choice for day-trips.