Marketing carries the mandate of attracting the consumer interest in a business. However, for marketing to be truly effective, it needs to find source in a central, unifying idea that the brand subscribes to. Great marketing strategies are built around a sharp and meaningful brand proposition that clearly defines the promise the brand makes to the consumer and highlights the significant role it plays in their lives.

We conduct an extensive brand definition exercise to arrive at a compelling brand proposition by drawing from multiple sources of meaning including consumer insights, cultural truths, business realities, and the internal impulses of the organization.

While being a part of the larger brand strategy, a brand proposition exercise can also be delivered in isolation for businesses which are intuitively aligned to a central brand thought but lack a clear articulation of its definition and implications.

Our Work
Royal Enfield
To launch the Indian cult brand globally, without losing its mythic-ness
To create India’s definitive youth brand
To crack the code of breakfast in India
ABP News
To carve out a distinctive position in a cluttered and noisy news space
Mahindra Reva
To develop brand strategy for the first Electric car brand in India
Tata Motors
To define the brand essence globally across commercial and passenger segments and develop a future roadmap
To re-position India’s largest mattress brand
To re-imagine the legacy brand to emerge as a leader in kitchen appliances category
To create a brand that leads and builds a new category
Funds India
To create India’s premier online financial services brand
To create a new-age Indian lifestyle brand