In a major rebranding initiative, Berger Paints has renamed itself as Lewis Berger to give itself a new identity under a new logo and strengthen the company's position in the premium paints category.
Elaborating on the intention behind the rebranding, Subir Bose, MD, Berger Paints India Ltd, said, "The changeover is a result of research that we conducted where marketers and individuals preferred the name Lewis Berger Paints to Berger Paints. We are aiming to position ourselves as a brand with a human touch, especially in the premium segment where we are weaker than our competitors. With growing aspiration of the middle and premium categories, we want to position our paints as a lifestyle product and not a hardware commodity. We want to make the whole exercise of buying paints a pleasurable one."
Berger Paints, which is the No 2 player in the décor segment, had a turnover of Rs 913 crore in previous financial year. This year it is targeting to cross the Rs 1,000 crore-mark.
The company will be adopting a 360 degree marketing strategy covering every consumer touch points for the brand repositioning exercise. The company will be spending Rs 15 crore in the first year in promotional campaigns. Though the focus would remain on TVCs, other mediums would also be used, said Abhijit Roy, Senior GM, Marketing, Lewis Berger.
The TVC, which emphasises the new tagline of the company, 'Paint Your Imagination', shows a curious lady adding colours to a painting of Taj Mahal before the monument while the pupils and their art teacher take a break. They come back to find to their bewilderment that not only the painting but the whole Taj Mahal has been painted with different colours. The creative, done by JWT, Kolkata will be on air from the first week of October.
On the TVC, Roy said, "In comparison to our competitor Asian Paints, which portrays the Indian ethos and traditions in its advertisements, we have taken a different route by appealing to the individualistic sense of the person with his own taste and imagination by which he can change the world he is living in."
The company, whose media account is handled by Mindshare, would be launching its subsequent TVCs in January next year, Roy added.