Purple Phase Communications

Client Brief

Supernova Engineers Ltd is India’s one of the leading companies in providing captive power solutions. Supernova manufactures high tech diesel electric gensets that cater to a broad spectrum of industries like health care, data centres, space research organizations, thermal and hydro power stations, telecom, and hospitality chains. Supernova’s premium genset range is powered by the likes of Volvo Penta and Perkins. Both these companies are world leaders in diesel engine manufacturing.

We were approached by the client to create an ad campaign for Supernova. The campaign was to be published in Economic Times all India edition. Even though Supernova was a familiar name among its target audience, they just knew the brand for its product performance. So the campaign was a part of their brand image building exercise.

Idea

Captive power solution is a typical B2B industry. So, traditionally, all marketing and branding communication of Supernova hovered around products and its features. We decided to break this mould by making solution the hero. We decided to build the conversation around the ultimate objective which Supernova helped businesses to achieve with its solutions; peace of mind, uninterrupted productivity etc. And that they are doing this for over 3 decades, which makes a strong pitch for their expertise. Products and its features were added in the communication as a testimony to this fact.

Execution

As captive power generation is capital investment, the buying decision makers are the top brass of the management. To make our campaign relatable to this audience we portrayed entrepreneurs from top management in the campaign, both visually and in the copy, that spoke volumes about being someone in the authority. In design, we used double exposure effect combining entrepreneur and industrial backdrop in a way which corresponded with the headline. The communication led to drawing a parallel that Supernova is fuelled by the same degree of passion as the entrepreneurs.  We extended the conversation from uninterrupted power supply to uninterrupted growth, which is what makes Supernova India’s trusted brand for DG Sets.

Result

The campaign achieved the objective of initiating brand image building towards that of a leader’s choice. It successfully showcased Supernova’s legacy of serving the industry for over 3 decades and communicated that Supernova is about more than just its products; that they are solutions provider and partners in business growth. Within short span of running the campaign, client received improved flow of inquiries; many inquiries came from markets where Supernova was not traditionally first choice for captive power solutions.

Purple Phase Communications

Creative

  1. Ahmedabad

Services

Clients

Category Experience

Employees

1-10 Employees

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