Brand owner: Indian Rayon (Aditya Birla Group)
Lead agency: DDB Mudra
Industries: Industrial & manufacturing
Media channels: Outdoor, out-of-home, Print, Public relations
Budget: Up to 500k
India's viscose filament yarn (VFY) industry was confronting an uncertain future – capacity expansions were limited, cheaper imports easily substituted local products, and commoditisation imperilled margins and profits. Indian Rayon wanted to build a future-proof business and believed in the fineness of its yarns. But how could any company become sought after across a fragmented supply chain where few trade partners had heard of them, and where end-consumers didn't even know they existed?
Indian Rayon responded to this complex challenge by creating the country's first VFY brand, Raysil, inhabiting the intersection of: ownable product differentiator, sustainable competitive advantage (for the B2B community) and valuable benefit (for fashion-conscious Indian women).