Tailoring a global brand purpose & proposition to serve Indian consumers

Purpose

CHALLENGE

A major laundry brand wished to translate its global brand purpose & proposition into an attractive promise for the value and performance driven Indian consumer.

APPROACH

We decoded the intention – action gap with consumers across several aspects such as water saving, pollution, deforestation, plastic etc.

Our teams collaborated with brand, insights and R&D teams to gather inspiration in order to craft communication concepts on the back of a 1 – day online workshop.

These concepts were tested with consumers with aim to refine language and imagery to enhance its impact.

IMPACT

New concepts were taken forward by the brand team to devise a new brief that was India focused, with a balanced view of brand purpose and product proposition.

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