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After 27 years, Nirlep revamps again

After 27 years, Nirlep revamps again

Author | Tuhina Anand | Monday, Oct 25,2010 8:28 AM

After 27 years, Nirlep revamps again

Nirlep, a name to reckon with in the non-stick cookware segment has gone ahead and revamped itself almost after a period of 27 years.

The last time the brand had undergone a rebranding exercise, it was 1983. Explaining the reason behind this time gap, Mukund Bhogale, MD, Nirlep, explained, “The Nirlep product portfolio, product features and quality – have all undergone significant improvement. Today, the brand is actively developing products for the modern lifestyle of the young couples who look for convenience and style at affordable prices. It was necessary to update the brand identity to reflect this new dynamism.”

While connecting the old and the new brand identity Bhogale explained that the old identity was associated with the trust earned over the past 4 decades. While they have maintained certain elements of the old identity to reflect this trust and added new dimensions like the black shield and red wing to add style and the dynamism required.

He added, “Through a series of workshops and interactions between leadership team at Nirlep and Elephant Design, we articulated what our brand stands for. Nirlep is a brand that ‘Creates to Amaze’. And we wanted the new identity to reflect this.”

Ashwini Deshpande, Director, Elephant Strategy and Design, the agency which has worked on the rebranding exercise, said, “The new identity is a badge of leadership with a vivid red fin that changes its colour and orientation depending upon the specific message or product line it represents. We decided to retain red to stay with the warmth and passion with which Nirlep products are conceived and created. The old American typewriter font was discarded for a custom designed set of letters, but we retained the ‘all caps’ to reiterate the leadership, confidence and trust.”

The new design was tested with a set of dealers, consumers and potential consumers before the launch. Deshpande says that almost all the responses they got were overwhelmingly positive though she adds that it’s a little too early to say anything. The new identity is already included in this year’s TV as well as print campaign. It will also be aggressively promoted through in-shop presence.

So is it necessary for a brand to refresh itself after a certain life span? Deshpande said, “Over years, consumers' lifestyle changes. So the products and services they buy evolve to serve them better. Delivery and technology changes too. Naturally, brands that evolve, brands that are progressive need to refresh themselves to align with their consumers, their offering and the marketplace they want to lead.”

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