Client Brief

Axelon International, Headquartered in Jamnagar – Gujarat, manufacturing vast range of Brass, Copper & steel components and fittings. Dealing in OEM, They carried legacy of 20 years in this industry.

Now they are planning to launch wires & cables. Wires & cables industry working in both ways organized and unorganized and they wanted to be differentiated in this industry. Their setup planning is very well organized with technology, quality products, research lab and all.

Execution

Challenge:
Axelon Wire & Cables, the brand need to create their different identity in the already cluttered wires & cables industries, among leading national brands such as RR cables, Polycab, etc…
We partnered with them to build the frameworks for marketing planning and brand launch strategy; through our deep market insight.


Approach:
We studied cable markets and have seen all communications in red color and 3D of wire used for marketing and packaging but to create brand’s uniqueness we thought to use all elements in vectors ( Fan, Light, TV, Washing Machine, Refrigerator, Mixer,etc…) form which are connected with wires & cables. With white background and red vectors which gives exclusivity in all marketing communications.

For Packaging according to type of wires we have decided to use different color code which can easy to identify for electrician and small store person. When we see the role of wires & cable its major plays in our routine life. This gives happiness to each & everyone’s life, and idea came for tagline – “Khushiyon ka Connection” 
 

It is a core philosophy that we are striving to deliver through Axelon. We strive to deliver the best possible experience for each and every customer who has made Axelon-an integral part of his or her life. Knitting all ends together of various in our lives is a reflection of happiness. Come, let’s create boundary-less Happy Connections across the globe. Based on studies there is no mascot in this industry. We thought mascot can create buzz and remembrance in the market. And we have come up with this idea of humanizing our brand with a mascot “Suraksha Man” whose characteristics are well aligned to our products and company profile. 


“Suraksha Man” is the right mascot who can connect with our customer and make them feel safety for using quality products. This will help for long term relationship with customers as well stand out as an organization that strongly believes in safety over business.

MID30

Full Service / Creative

  1. Ahmedabad

Services

Clients

Category Experience

Employees

1-10 Employees

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