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V Krishnamurthy

GM - Marketing | 30 Jun 2011

Challenges are always there, not only because of competitors in the market, but also because the taste of consumers changes every day. So you need to understand this market phenomenon and be prepared to take this on. The objective of the rebranding was basically to relate it to the younger consumer without sacrificing the key values which our brand has in terms of reliability, trust and superior quality.

V Krishnamurthy heads the marketing function at HSIL, owner of brand Hindware. He has been with the company for the last 15 years. A post graduate in Marketing, Krishnamurthy has made noteworthy contributions in various roles during his tenure with HSIL Ltd and other consumer durable companies like Hawkins and Sylvania Laxman.

In his current capacity, Krishnamurthy has launched key initiatives at HSIL in communications, CRM, channels, customer contact programmes and web marketing, besides supporting the company’s expansion plans.

In conversation with exchange4media, Krishnamurthy speaks at length about the recent rebranding exercise undertaken for Hindware, the thought process behind the rebranding, the benefits for the target consumers and more...

Q. Hindware has been awarded by various marketing forums in previous years, then why this rebranding when the brand is already doing well?

The whole idea of rebranding was to make the brand look younger, more international and contemporary. The brand name is going to remain exactly the same as Hindware, what we have done is modernise the font and its colour to relate it to younger consumers, which is what India (Indian market) is referring to today. This new identity has been done basically to attract the younger consumer.

Q. What are the differences between the new identity and the old one?

Even after the rebranding, the brand ideology of Hindware will remain the same. Changes have been done basically in the look of the brand. In the new identity, the font colour is red as compared to previous one, which was more bluish and was written in running style, but now we have gone for lower case, which is a very clean and straight design. The lower case has been chosen because we wanted our brand to look more engaging and approachable and also easily readable, so that whenever you look at our brand or a signage anywhere, you find it easy readable and approachable even from a distance.

Q. The new face of brand Hindware is ‘Young, Global, Contemporary & Dynamic’. What do you mean by all these words?

If you look at the Indian consumers today, their way of looking at things have changed a lot. Five years or 10 years back, slightly more middle aged customers used to build a home, but today the customers buying homes are younger in age. The young consumers relate themselves to those brands that are younger, more dynamic and more in sync with their lifestyle. They are also looking at symbols and names that are sync in their lifestyle.

Q. What difference will it make to the target customers?

The product offering will remain the same. Now that we have gone for the new identity, our products bearing the new identity will be launched within a couple of months. Since we have changed the design and the symbol of our brand, the forthcoming products will be more related to the younger consumers.

Q. Which creative agency has handled the creation of the new brand identity?

The new brand identity has been done by Fitch, a UK-based design agency whom we had given the task six months back to come up with the new identity for us. Following an extensive research among our target consumers and our channel partners to understand what kind of brand identity they are looking for and how to sync the brand with their lifestyle, we have finally launched this new identity.

Q. What was the creative brief shared by the marketing team with the creative department?

The creative brief shared was very simple – the new brand identity should relate the brand to the target consumer very clearly; it should be unique and easily advisable.

Q. What is the marketing strategy that you are adopting?

We have been regularly investing in the marketing of our brand. This time we have been looking at all the mediums of marketing, including TV and print. We are also looking at outdoor and other mediums to make this new identity well-known among the target consumers.

Q. What were the influencing factors in determining the budget for re-branding of Hindware?

The budget for the rebranding was obviously based on what we required for the brand and which vehicle we wanted to make this new identity popular among the target consumers.

Q. You have collaboration with ‘Teuco’ & ‘Kemang’. Is there any plan to collaborate with other international companies?

No, not right now. At present, we represent only two foreign brands in India – Teuco and Kemang. Teuco is from Italy, while Kemang is from Germany.

Q. What are the key challenges before Hindware? How will the re-branding help overcome these challenges?

Challenges are always there, not only because of competitors in the market, but also because the taste of consumers changes every day. So you need to understand this market phenomenon and be prepared to take this on. The objective of the rebranding was basically to relate it to the younger consumer without sacrificing the key values which our brand has in terms of reliability, trust and superior quality.

Q. Hindware has completed 50 years in India. What has been the core strength behind its success?

If you look at the Indian consumer, and if you look at the Hindware brand, you find that Hindware has got considerable success and has won the trust of the consumers. This has put our brand at the top. Hindware has always been very innovative in design, maintaining its premium quality. These are the factors that have helped us build such a successful brand over the last 50 years. And the products that we offer on a yearly basis are far better than the others.

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