Priya Cement is one of the leading cement brand in South India marketed by Rain Cements since 1986. It supplies cement in the states of Andhra Pradesh, Karnataka, Tamil Nadu and Maharashtra. Priya Cement had been in the market for 30 years and at this milestone, they wanted to take the brand to the next level.
As we studied the brand in detail, we realised that the brand presence was pretty inconsistent resulting in to a poor recall. Also, the dealers were not feeling motivated enough to push the brand in the market. So, we had to give it a complete revamp than just an overhaul. It needed a new face, an aggressive stance and a strong positioning which would be an evolution of its current positioning.
Since the brand majorly catered to the artisans and builders from the small towns, it was necessary that they felt the brand was easily approachable. Considering the market Priya Cement operated in, we had to create word marks in 8 regional languages.
