Asian Granito India Ltd. Is a leading name in the space décor industry with a global footprint across 37 countries. But not many knew this, even in the industry. This was about to change.
An in-depth study of the brand revealed that their path breaking ideas were not readily accepted in the industry. But in a few years they were doing everything people thought they could not and introducing many firsts in the country. Even competition now saw them as true trend setters who changed the rules of the game. This became our strategy in repositioning the brand as one that ‘challenges convention’ and emerges from an improbable position to become one of the industry leaders.
We gave the brand a complete overhaul- right from the brand identity to positioning, campaigns and all other collaterals.
Taking a cue from history, where today’s life altering innovations were once laughed at, we created a series of corporate campaigns across media that highlighted Asian’s first mover leadership. The core idea that led the campaign was – ‘Lead the change’.