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.
We were tasked with helping Disney penetrate the distribution system in mass India by creating a toy for 5-8 year olds. It would disrupt the unorganised distribution system and be sold in a neighbourhood stores as well as a large toy store like Hamleys.
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 The cheap stuff is no longer there; it has been replaced by a range of offerings, including premium brands across categories.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.
The ambition of Suhana, a local spices brand from Pune, was to become a big player in the regions of Mumbai, Maharashtra, MP and Gujarat. However, the spices category came with some unique characteristics that made it challenging for a brand like Suhana to win the race against the competition. From big national brands dominating the media with high visibility to regional players exercising a stronghold when it came to on-ground retailers, the task for us was to declutter the shelf and make space for Suhana.
All big brands in the rainwear category have been established on the back of trade push for decades. While Zeel has been making rainwear for 25 years, it was time to challenge the deep rooted mindset of the rainwear retailers by driving consumer demand through brand building, instead of relying solely on trade support to drive business.
The business of banking is changing drastically, especially with the emergence of a large number of FinTechs. Niyo is one of these disruptive FinTech that is reimagining banking and is one of India’s first Neo-Bank or as we call it ‘challenger bank’. Niyo aims to cater to the ever-evolving customer behaviors and expectations. Niyo is a technology platform that integrates with traditional banks (like IDFC First Bank, DCB etc.) and offer a combination of traditional banking products and services bundled with innovative product features, tools and value-added services, all through a mobile or digital mode.