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| Asian
Paints is India's largest paint company and ranks
among the top ten decorative coatings companies
in the world today. The company has been the market
leader in paints since 1968 and is double the size
of any other paint company in India. |
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| MTR needed a marketing strategy
that would unlock the growth potential of the MTR
brand and a brand architecture that would hold their
multiple business lines together. |
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| In 2000 in the wake
of deregulation, Bharat Petroleum, in consultation
with McKinsey decided to become a more broad based
retailer. Momentum was approached to do the brand
architecture for the Retail SBU of BPCL. |
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| Momentum was asked to provide
an understanding of the relevance and the power
of the insight on which the Lifebuoy brand is currently
based. |
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| Developed a positioning, personality
and creative strategy that reframed the brand from
a relatively stodgy position into one of India's
most charismatic and aspirational youth brands. |
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| Unlike most cause related work,
it was not selling a big audacious goal. Instead
a simple promise of improving the neighborhood. |
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