A Silver Lining for Purple Focus with yet another FMCG launch

Company News

New Delhi, March 04, 2014

Close on the heels of a successful branding revamp for Kriti Industries last year, Purple Focus is in the news yet again with the successful rebranding exercise for Silver Coin Atta. A very strong regional player, Silver Coin with this Western India burst covering major markets of Maharashtra and Madhya Pradesh, chhatisgarh, has taken giant strides towards consolidating its presence in a market dominated by national brands. A crucial move for the brand at a time when packaged atta segment is witnessing huge growth, Silver Coin has just hit it right with the brand being endorsed by bollywood legend and danseuse Hema Malini.

Speaking about the communication strategy for Silver Coin, Purple Focus Director Rohit Bindal threw light on the brand's immediate task at hand. He spoke about why it was important for communication to seed the name Silver Coin strongly in markets initially . He mentioned that- "The challenge was big, as Silver Coin was planning to go for the first time in such big markets that strongly. They wanted to be affirmed as a brand that was best, in terms of health and in terms of quality. To register their name in the minds of the consumer, we needed to make a strong communication that covered their entire brand philosophy."

This being the first stage of communication in targeted markets, he said the initial impetus was to create a strong brand recall. The other task at hand was to leverage the inherent benefits of the product which was the Traditional Chakki Fresh Atta and Premium Sharbati Wheat from MP. The entire strategy was devised around helping the brand extend its core benefits to the customer.

Another important decision on the brands part to make its presence felt was using a celebrity for the brand. Given the need of the brand, which had to emotionally connect with the lady of the house, the agency zeroed down on one of the most enigmatic and respected figures of bollywood. Given the pan India acceptance, specifically the southern markets, the strategy of using Hema Ji with the brand has worked well with encouraging response at every level. It has not only establish a strong connect with brand being Atta brand but has also helped to generate maximum eye balls towards the communication. Getting associated with such a big and respected celebrity is always a proud fro any company.

Speaking on behalf of Sanghvi Foods (owner company of Silver coin brand), Executive Director -Rahul Sanghvi said that the planning and strategy was well thought of and executed. We had given clear brief to agency that we want to establish our barnd in big way and that too in such big markets especially Mumbai and Rest of Maharashtra. Agency has strike the right chord and we have seen an initial very good response towards the campaign. We are sure that with Silver coin will attain new heights with this move.

"We are happy that our communications and approaches have proved to be effective and silver coin is now largely recognized in the pan Indian market. We congratulate them and are looking forward to more such associations " - concluded Rohit Bindal, Director PF.

For further information, please contact:

Rohit Bindal

Director

Purple Focus P. L.

Mobile: 09826056785

Email: rohit@purplefocus.com