Brand awareness in India's North, East and West Belt, where the Hindi speaking population lives the most.
A shift in perception was also necessary for the brand to be seen as part of the same race as its competitors in the market.

Since the TG is more influenced by the Bollywood and the majority of them have grown with this influence. To better connect three brand ambassadors have been chosen to introduce various aspects of the brand.
Govinda (Innovation), Khali (super strength), Rajpal (plumber connect - friendliness).

A series of DVCs were created presenting the main PSU of products as part of the main campaign #SochAageKi.