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Runwal Group refreshes brand identity, highlights people focus

11-May-2011
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Runwal Group refreshes brand identity, highlights people focus

In a move to connect better with consumers, real estate company Runwal Group has revamped itself with a new logo and philosophy.

Though not much in terms of marketing has been seen from the Group, but with the whole refurbish, they are looking forward to a lot of activation. The primary focus in their media mix would be out of home, television, print, especially lifestyle magazines, as well as digital. For this, the Group plans to increase their marketing spends substantially, though no figure was shard.

The new look will flow across products, packaging, signage and all communication. As part of Runwal’s promotion strategy, it plans to roll out a comprehensive campaign across the media spectrum. This will comprise both ATL and BTL activities. The ATL activities will include print media covering all major dailies, magazines, business, trade and general interest media. Providing additional support would be an outdoor campaign. BTL activities will consist of road shows along with other interesting initiatives to promote the new brand identity.

Vvikas Aroraa, Director- Marketing, Runwal Group, explained the rationale behind the new positioning and said, “Once an industry evolves, it becomes more consumer centric and we plan to weave our projects around the consumer. With customers becoming more serious in terms of what they want, we decided to evolve our positioning to take our philosophy to the next level. Most brands and organisations have a transactional relationship with the consumer, supported by sketchy CRM databases used mostly for email marketing. However, we decided that the Runwal Group will stand for commitment and a lifelong relationship with the consumer.”

Hence, the new positioning “With You, Always…” , with the three dots signifying a relationship that continues and does not end in a full stop.

Aroraa further said, “The new brand philosophy has been launched with a vision that real estate companies of the future will have to operate in radically different environments. The key differentiator will be the success shared with people-customers and employees, and our new philosophy will underline our commitment towards them. The new look will reinforce the trust and equity in consumers’ minds and reaffirm the credibility of the brand. Our new brand philosophy signifies the Group moving into the next level with a fresh and contemporary thinking.”

The new logo is designed on the brief of a simple recognisable unit that connotes the Runwal Group values of trust, transparency and simplicity. The ‘R’ stands for Runwal Group connoting strength, reliability and reassurance, while the ornate look is symbolises the Group’s focus on design and architecture. The golden colour symbolises prosperity – for their customers, partners and employees. The flow and big ‘R’ of the font showcases the more dynamic and forthcoming role of the brand, conveying modernity and the brand’s innate sense of style. It creates an additional layer of brand recognition and recall and will be used across all brand applications.

Founded in 1978, Runwal Group has steadily built a brand with a customer centric philosophy. The Group is said to have the largest retail chain in Mumbai with over 2 million sq ft and footfalls of 2.5 million in a month. It owns and manages four Malls in Mumbai, including R City, Mumbai’s biggest mall at 1.2 million sq ft at LBS Marg, Ghatkopar, Off Powai, and R Mall in Mulund.

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