Vasu, an Indian Agarbathi brand with a 50 year heritage operates in a market that is largely unorganized with hundreds of players. As one of the oldest brands in the country, Vasu had hardly done any brand building efforts.
Team Purplehat approached the exercise very differently for this brand. First, we brought in a change in thinking by creating a strategy driven marketing plan along with the management team, which included a systematic brand building method. Communication tools were minimal but designed to get the maximum results. Since the usage is driven by tradition and religion, the strategy was to launch the brand based on the expression - the fragrance of tradition.
TV was the anchor medium for mass media communication, which was ably supported by POPs, outdoor and redesigned packing for old and new SKUs.