The context: Reliance wished to obtain a pre-eminent brand status in a category only working on a single product benefit – strength, and dominated by huge heritage brands, but had no major product differentiation
The challenge:
1. Extensive consumer work led us to an insight that while a lot had changed around the customer, this category was seen belonging to an era of no change and a space of beliefs vs knowledge and progress.
2.There was a deep seated helplessness about the issues surrounding the category – right from evaluation to purchase to construction
The Minority Breakthrough:
1. Convert the random small differences in the Reliance Cement offering into a robust symbol of modernity being brought to this category
2.Position Reliance Cement as a harbinger of change in the unchanging stagnant category
3.Provoke angst by bringing up what is seated deep down – helplessness.