MSeal adopts 'multi-usage' positioning

By Raushni Bhagia , afaqs!, New Delhi | In Marketing | March 21, 2012
Pidilite Industries has changed the positioning of its iconic product, MSeal, from 'Ek tapakti boond apki kismat badal sakti hai' to 'Har tod ka super jod', while maintaining its tagline.

Pidilite's twenty year old brand MSeal is being re-positioned as a multipurpose usage adhesive. For long, the brand has been positioned as a sealant, available in variants for leakages in industries, household usage and wet areas. MSeal Super does not require mixing and can be used directly for the various purposes.

The new positioning is being established through an elaborate campaign spread mainly across television and on-ground activations. The TVCs include both infomercials and follow-up commercials that are being worked upon. Ogilvy & Mather is the creative agency for the brand.

Abhijit Avasthi

Abhijit Avasthi (aka Kinu), national creative director, Ogilvy Mumbai, says, "The earlier positioning of MSeal was 'Ek tapakti boond apki kismat badal sakti hai. Ghar mein rakhein MSeal hamesha'. This was specific to water leakage at home. Now, the brand will be positioned for multiple usage. The brief given by the company was to launch MSeal Super with a multipurpose feature."

While the initial TVCs have been rolled out, price-specific communication and a bigger TVC will be brought in at a later stage. The tagline of the brand, 'Ghar mein rakhein hamesha,' has been retained, while MSeal Super has expanded usages.

The new positioning was planned after consumer research revealed that the product was being used for many other purposes, besides as a 'leakage sealant', which was its earlier positioning. The research, carried out across SEC A, B and C, attempted to find out consumer preferences and expectations.

Speaking about the need for the repositioning, Nilesh Majumdar, president, sales and marketing (consumer products-maintenance), Pidilite, says, "MSeal has been a synonym for water leakage sealant. Since the brand defined the epoxy putty category, the only way for us to enhance sales was to expand the category. After the market research about the product, we tested it extensively in-house for various other applications and shortlisted the ones which we found were the most relevant. We are also launching a more consumer-friendly product variant which is easy on the hands. Test marketing of the product is underway."

Two rounds of campaigns have already aimed to educate the customers on the various applications of MSeal. The company plans to build on the same through on-ground demonstrations. It is carrying out demo activations to educate consumers about the multiple usages of MSeal. Kiosks have been put up across all markets in cities such as Kolhapur, Sholapur, Bareily, Chandigarh, Dhanbad, Gaya, Bilaspur, Faizabad, Satna, Agra and Aligarh, among others.

Also, in order to drive the new positing of the brand, the product will be made available at retail stores near residential areas.

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