New Delhi, July 10, 2018
CREATIVE INC. has been recently awarded with the complete brand building mandate comprising digital strategy, category awareness building, brand communication across various stages of the brand's lifecycle along with creative and digital outreach for SRF's fluorochemicals brand - Floron.
SRF, a market leader of Flurochemicals business in India, started in 1970 and, over the years, expanded its presence to several business verticals. SRF's fluorochemicals business is one of its largest and currently has Floron, Dymel, Shakti and Supertron brands under its fold.
SRF's Floron is the market leader for cooling gases in India for air conditioning and refrigerants and serves consumers across the world. The concept of a branded good quality AC cooling gas is still little known amongst Indian users. The AC and refrigerant market is dominated by service providers like AC workshops and technicians who are the first order buyer of the AC cooling gas and use the product in both residential and commercial applications. While the consumer pays to top up the AC cooling gas almost every summer, he is still unaware of what is he actually paying for and hence is unable to demand a branded offering like Floron. CREATIVE INC won this account in a multi-agency pitch carried out over a couple of months.
"Marketing and branding mandate of Floron Gas is not just about establishing the brand visibility. It was about creating awareness on a product category that is intangible, not sold off-the-shelf, is a secondary product line and hence does not occupy top of the mind prominence, said Charu Nathan, Creative Strategy Head at the agency's Delhi office.
Commenting on the win, she added, "team CREATIVE INC worked hard on understanding the lack of consumer perception in the markets involved via a qualitative market research followed by the perception building strategy. While almost all of us get AC gas refilled in our homes or offices on yearly basis for effective AC cooling, none of us actually even bother to ask the AC technician about the quality of gas getting refilled. It is this very gap that has enabled the entry of several grey market products that are eating into the market share for Floron. Our pitch focused on creating awareness on the presence of branded AC cooling gas followed by a need based campaign addressing the imperative - WHY FLORON!
Resources at CREATIVE INC are trained holistically on all aspects of brand management and are divided broadly into B2B and B2C brand verticals. There is a further segregation of agency's talent wrt specialization across Healthcare, FMCGs, Education and Food. The agency is working for some of the top brands in India, Singapore and the Middle East and is one of the few Indian agencies with a specialized B2B branding division.
Though the agency is present in four locations including Abu Dhabi, SRF Floron will be managed by the Delhi team. CREATIVE INC. is co-managed by Pramit Jagannathan, Director Brand Strategy, and Charu Nathan, Head - Creative Strategy.
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