A Prestige / Status Brand's Equity was in decline due to its increasing popularity and mass appeal.

Approach

To create an exclusive, aspirational image for the brand through non-conventional means

• An exclusive Club was set up with membership by invitation only.
• A top end luxury magazine was created for consumers
• A strong association with an up-market sport was created with Golf tournaments across the country
• Was the first brand to undertake training of Trade personnel as also to publish an educational plus entertaining Trade magazine

Outcome

• Brand overtook leading competitor on all status parameters two years after launch of initiatives.