Millions of Indians today, recognise Durian for its world-class home and office furniture. What started off as a veneer manufacturing business, has transformed itself into a lifestyle brand, known for its innovative products- from laminates to plywood.
Durian’s early communications were strongly influenced by vanity. The brand realised its restricted dominance within certain product categories, without an active identity that could position its values confidently.
The brand now has a new language. It’s the language of a seamless experience across all touchpoints. We have achieved a mindshift in perception, by putting experience over offers. By activating Durian’s aspirational tone in its channel partners and by strategic consultation on co-branded activities and sponsorships, the brand has now made home in every individual’s lifestyle.
Tags: Activation, Experiential, Strategy, Communications