When we signed up BigPitcher, they were facing couple of serious issues. The issues were (a) Dwindling footfall and (b) An imagery issue leading to brand’s inability to attract high profile customers.
At Bolditalic, we did a dissection of brand characteristics. Our inference was that at the basic level consumers are aware of the brand but unfortunately, there was no positive resonance. We came to the conclusion that there is a need to have the brand repositioned to generate a positive association with the discerning consumer. Also we understood through interaction with various sets of people that the consumers are looking for differentiated experiences. BP’s offering of 6 differentiated offerings at different floors had the capability to walk the talk.
Hence we decided to position BP as a pubbing destination that can offer experiences that are far better than the existing offerings and connect to the brand offering. The reposition we arrived at is “PUBBING RETOLD SIX FOLD” This new proposition was effectively communicated in and around the location. Also, smart introduction of relevant events worked wonderfully well for the brand. Today, we have a completely rejuvenated brand that is gaining in preference day by day.
iScholar is a growing education enterprise with some serious capabilities. They are in the process of launching various web based learning initiatives including JEE coaching. They were on the look out for a capable agency which had an understanding of the nuances in this field. In a multiagency pitch, Bolditalic was awarded the assignment.
After a careful study of what the brand is offering and what the brand is trying to communicate, we came to the conclusion that there is a disconnect. Brand was offering high quality web based learning at prices exceptionally friendly. Pricing was a conscious decision to ensure that this endeavour made a social change in the way learning is conducted.
However, the brand was just positioned as “Quality Education Provider”. The first approach we adopted was to nullify the disconnect. We put our thinking cap and arrived at a strategic brand architecture and a proposition which helped bridge the disconnect.
The proposition we arrived at is “Virtual Learning, responsibly delivered”
Subsequent to the mother brand communication, the next task for the agency was to create a new brand in the cluttered JEE coaching market. Brand is christened as i30 from iScholar. The greatest advantage that the brand had was its association with Anand Kumar of Super 30 fame. What Anand Kumar could bring to the table was the content that is ripe and right for suceess. Both the end user and the influencer were also looking for success. We saw an opportunity here. And baisis this insight, we coined the proposition “Is mein hain jeet”
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