How Duramaxx changed the category conversation

Communication Challenge

Maharaja is a brand with heritage and connection with mass market segment. Duramaxx needs a new contemporary connect and open a new segment of market. This segment has newer brands in market and has better technology on offer. Duramaxx needed to be established as the modern tech forward brand
We are speaking with food enthusiasts. The food enthusiasts tend to be younger, they are sure of what they are seeking and advances technology is a big choice driver. They like to try new dishes and experiment with recipes. Duramaxx is their partner in food exploration. This helps them make the dishes in as authentic way as it can be.
Duramaxx has a 100W powerful motor that does the job of mixing and grinding in perfect way. The strategy could have been built on performance and technology, but would that have created the kind of impact we sought?
We experimented with multiple ways of crafting the narrative but none of them seemed to work. Its then we landed at the plank we worked on. Food and travel is linked. If it sounds a little incredulous, do watch the commercial
The campaign led to a 50% bump in branded search within days. The brand was stocked in more counters, and had a tremendous response from the market. The food that inspired travel as a proposition worked very well
We redesigned the Duramaxx logo with inspiration from the blades of the mixers. The logo added to the overall appeal of the brand

Duramaxx is the premium end of Mixer Grinder of the brand Maharaja. Maharaja is a 47 year old brand that has dominated the mass end of the Mixer Grinder market. Maharaja is a well known, well established brand. Duramaxx has powerful motor, is well designed and targets a different market segment

Awards
Digixx Gold - Brand Awareness Campaign