The Top 10 Indian Businesses That Killed It with Rebranding

Cpluz, a leading design and hosting services company since 1993, acknowledges the importance of corporation rebranding in an ever-evolving market. By reverting to a fresh design or brand image, businesses may reach a younger demographic, increase fame, improve consumer memories, and even appeal to fresh consumers. Here, we'll examine the top 10 Indian businesses that have undergone successful rebranding efforts.

10. Saffolts

9. Thums Up

After PepsiCo acquired the Indian Brewery's Thums Up brand in 1993, the brand was launched globally. However, it wasn't performing as well as anticipated. This led to an extensive rebranding process in 2000, when Thums Up employed the services of McCann Erickson. The campaign, 'The Drink That Always Speaks Louder Than Words', portrayed the energy and vibrancy associated with Thums Up. Thums Up successfully repositioned itself owing to this campaign, shifting focus from taste to the emotional aspect of energy, formulating strong brand bonds with patrons across generations.

8. Nivea India

With rapid digitalization, Nivea India identified the opportunity to revamp the classic brand identity by reaching out to a younger audience. Nivea's co-branding with MTV and their Safe Sun campaign in 2008 set a positive example of effective rebranding. By introducing interactive advertisements and societal safety initiatives like sun-care workshops, the brand transformed itself to appeal to the younger generation. The mature Nivea brand thus shed its paternal and patronizing image for a modern, youthful appeal.

7. Philips India

Philips India, in partnership with Ogilvy, shifted towards integrating brand storytelling across media platforms rather than just sales pitches. In 2018, they launched the campaign 'Lighting: Your world, now in color.' By utilizing vibrant colors and stories, Philips India reconnected with their audience on an emotional level, successfully highlighting the feeling of togetherness and customized brightness. Philips continued to maintain relevance in the market by its target group through smart rebranding.

6. Clinique India

Clinique India took the rebranding initiative by realigning their business model with the Indian market. In 2015, the company collaborated with JWT to promote their 'Happy Skin' campaign, emphasizing the happiness and positivity associated with their cosmetic solutions. Clinique India's rebranding success can be attributed to the alignment of their product offerings, such as specialized skin care products, with the aspirations of Indian consumers.

5. Honda Cars India

Honda Cars India, under the supervision of Leo Burnett Orchard, revamped their brand strategy with the Canton Accord campaign in 2016. With a focus on customers, Honda Cars India began to create highly satisfying brand experiences as they seemed to "make a more meaningful connection with their audience through the reinterpretation of the responsively-designed Accord model." By creating an emotional engagement between the customers and Honda Cars, the brand sought to make long-lasting ties, enhancing the credibility of the rebranding process.

4. Jockey India

Jockey India, a men's underwear brand, required a modernization of their brand identity to appeal to the young cosmopolitan male. To achieve this, Jockey enlisted the assistance of Ogilvy in designing a new marketing campaign in 2002, called 'Come As You Are.' This strategy shifted the focus from the undergarment product to the freedom it provides. The rebranding appeal transformed Jockey into a trendsetter rather than a mere undergarments brand, developing appeal among males who sought comfort beyond their masculinity.

3. KitKat India

W.S. Kennedy's campaign 'Make The Break' for KitKat India in 1997 effectively boiled it down to its emotional layer, highlighting the 'break time' association with the brand. Thereafter, the KitKat campaign consistently focused on emotional storytelling, primarily centered around each day and the desire to pause and reflect on it; this rebranding relationship resonated well with customers and has kept its uniqueness in the urban market.

2. PepsiCo India

Thanks to PepsiCo's bond with NCR Communications, PepsiCo India shifted gears to capture the young market with hip-hop culture and Bollywood influence in the 1990s. The high-energy ads and emerging youth-based campaign associated with the iconic jingle "Pepsi – Yeh Dil Maange More" earned PepsiCo India increased customer engagement and secured its foothold in the Indian beverage market.

1. Lays India

The rebranding efforts of Lays India involve Amul Macho's iconic ad campaign, directed by the agency Lintas, in 1997. By incorporating outdoor geographical locations to latch onto the connection between the popular snack and daily life, the revamped campaign connected the brand with a global outlook, reaching out to broader youth segment and reshaping the brand's status in the coveted market.

Conclusion

Rebranding operations require strategic business assistance to successfully set brands apart from the competition. Cpluz with its extensive experience in rebranding responsibilities utilizes innovative strategies and critically effective visuals to establish uncommon brand-consumer relationships. Rebranding brings with it a host of opportunities, particularly in leveraging the nuances of your imagined brand story to appeal to the younger demographic. The successful rebranding of these Indian businesses covered in this blog displays the efficiency of Cpluz's services.

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