Background: A 30 year old national company manufacturing premium quality TMT bars.
Challenge: In spite of being a nationally reputed brand, it had almost no brand awareness amongst the TG. Lack of brand recognition significantly reflected in the sales graph.
Task: Making people aware of the brand Adhunik and helping them make the correct buying decision.
Strategy: Building on the name of the brand itself – Adhunik, meaning ‘Modern’, and ascribing this attribute to the TG and their emotional values.
Result: Today Adhunik is amongst the top choices of TMT bar brand for the end users, architects, engineers and other decision makers/ influencers.