Kajaria Eternity, one of India’s leading Glazed Vitrified Tile (GVT) brands, faced an increasingly complex market landscape. With heightened competition from regional players offering budget-friendly options and shifting consumer preferences, Kajaria needed to establish clear differentiation and reinforce its market leadership. To meet this challenge, the brand sought to revamp its positioning to appeal to both B2B and B2C segments while providing a tangible justification for the premium price of its GVT tiles over traditional ceramic options.
The company engaged APPPL Combine, now also known as the Kajaria marketing agency behind its successful campaigns, to help reposition Kajaria Eternity and deliver a bold, assertive message that would reignite excitement in the market.
The Objective: Revitalizing Kajaria Eternity’s Brand
The primary objective was to establish Kajaria Eternity as the undisputed leader in the GVT category, highlighting the superiority of its products and services over competitors. This strategy was designed to:
- Reinforce Kajaria Eternity’s status as India’s No.1 GVT brand
- Communicate the tangible benefits of GVT tiles to customers who were uncertain about the higher price point compared to ceramic tiles
- Ensure sustained brand visibility and engagement across key touchpoints, both offline and online
- Strengthen Kajaria Eternity’s market presence, especially against emerging regional players
The Strategy: Positioning Kajaria Eternity as India’s GVT Leader
Kajaria Eternity recognized GVT as the fastest-growing segment in the tile industry, with immense potential to capture both quality-conscious consumers and those seeking modern, durable tiles. The brand’s extensive reach, high-quality product range, and impeccable customer service were key elements to focus on in the rebranding effort.
Working with APPPL Combine, Kajaria shifted from its previous, abstract tagline "Tiles Forever" to the assertive "India’s No.1 GVT Brand." This shift helped clearly communicate Kajaria’s leadership in the GVT space, both in India and globally. The strategy also aimed to bridge the perception gap between GVT and ceramic tiles by:
- Highlighting the premium nature of Kajaria Eternity’s GVT offerings
- Underscoring the superior quality, range, and customer-centric services provided by the brand
- Showcasing Kajaria Eternity’s reliability, retail presence, and on-time delivery services
This new positioning was then amplified through a comprehensive multi-channel marketing campaign.
The Execution: A Bold Campaign to Drive Engagement
To maximize impact, Kajaria Eternity leveraged its partnership with APPPL Combine, responsible for its successful marketing initiatives including kajaria Ad Campaigns, to create visually stunning campaigns with celebrity endorsements from Bollywood icons Akshay Kumar and Ranveer Singh. These high-profile endorsements helped lend credibility and appeal to Kajaria Eternity’s message, making it resonate with both B2C and B2B audiences.
Key components of the campaign included:
- Engaging visuals across digital platforms, outdoor hoardings, and retail displays to ensure a consistent and powerful brand presence
- Two targeted B2C ad films focused on the brand’s core values: quality, nationwide reach, customer service, and a modern retail experience
- A nationwide outdoor and in-store hoarding initiative to enhance visibility around Kajaria Eternity retail locations
- Refreshed in-store branding for a seamless, premium shopping experience that aligned with Kajaria’s new positioning
This cohesive, integrated approach helped to establish Kajaria Eternity’s dominance in the GVT market, creating substantial momentum for the brand.
The Results: Reinforced Leadership in the Tile Industry
The revamped positioning and marketing campaign successfully captured the attention of consumers across India, particularly in markets where GVT tiles were still a relatively new concept. By clearly demonstrating the tangible benefits of Kajaria Eternity’s premium GVT offerings, the campaign not only solidified the brand’s leadership but also set a new standard for tile marketing in India.
As a result:
- Kajaria Eternity reinforced its image as India’s No.1 GVT Brand in the eyes of both consumers and trade professionals
- The brand experienced increased brand recall and recognition, particularly in retail outlets and high-visibility digital platforms
- Kajaria’s GVT tiles gained greater consumer acceptance, particularly from those who had been hesitant to opt for the premium-priced tiles
Conclusion: Kajaria Eternity’s New Brand Leadership
With the strategic support of APPPL Combine, Kajaria Eternity was able to reposition itself as a market leader, reinforcing its position as India’s No.1 GVT brand. The campaign’s success demonstrates the power of a well-executed, cohesive marketing strategy that speaks directly to the consumer’s needs and highlights the core benefits of the product.
As competition in the tile industry intensifies, Kajaria Eternity’s approach serves as a benchmark for future tile marketing strategies, showcasing how a clear, value-driven message combined with celebrity endorsements and comprehensive media coverage can create significant brand impact.
If you're looking for the right marketing agency to elevate your brand, APPPL Combine could be the perfect step toward boosting your brand visibility and market leadership.
This post was originally published on: LinkedIn
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