In a busy world, home-makers want families to enjoy the time they spend together

Brand Surya wanted to refresh the positioning to build an umbrella brand that could stretch across lighting & consumer durables with the same proposition.

Through extensive consumer research, NorthSide helped identify a common product benefit and a relevant consumer insight – lighting and consumer durables help in mood transformation and home-makers want their family to enjoy their time together.

NorthSide worked as strategy and execution partners to develop the winning concept idea, then develop a campaign with creative partners and worked with media agencies to execute the campaign, which consisted of three TV films – across lighting and durables, digital execution, PR and Print. The positioning and insight were communicated through the campaign – Surya – Sab ko mood mein le aaye.

The execution helped break the clutter and drive persuasion in quantitative consumer testing.

Credits:

Strategy, Insights & Positioning: NorthSide

Creative agency: Ogilvy & Mather

Media agency: Alliance