Problem
In the ever-evolving corporate landscape, Surya Roshni faced a daunting challenge of maintaining a consistent brand image across diverse sectors, including lighting, consumer durables, and steel/PVC pipes. The lack of a synchronized brand strategy resulted in fragmented communication and a diffused brand identity.
Agitation
The issue at hand was evident—a lack of uniformity in creative communication across various silos. Independent operations by individual Brand Managers contributed to a disarrayed brand identity for Surya Roshni. Recognizing the pressing need for a cohesive approach, we delved into the heart of the matter.
Solution
Our journey commenced with comprehensive secondary research, including valuable insights from KANTAR. Our team, through extensive meetings with multiple company stakeholders and market visits, gathered crucial data. The pivotal moment arrived with a meticulously orchestrated DAY LONG BRAND PURPOSING WORKSHOP. Key stakeholders from Surya Roshni convened to share insights, aspirations, and challenges. The outcome was profound. We assimilated data, dissected perspectives, and zeroed in on the defining BRAND ELEMENTS and the broader BRAND WORLD of Surya Roshni. This laid the foundation for a strategic, unified approach to brand communication.
Result
The culmination of our efforts materialized in the creation of the BRAND IDENTITY MANUAL for Surya Roshni. This manual functioned as a compass, guiding every facet of communication to ensure synergy across the organization. It became the cornerstone of a unified and synchronized brand identity.
In tandem with this, a sharply defined BRAND POSITIONING STATEMENT emerged— I am Surya.” The Rest is History. This succinct yet powerful statement encapsulated the essence of Surya Roshni, providing a unifying thread that wove through every communication channel.