Radha TMT, a manufacturer of premium TMT bars from Telangana, has launched two new campaigns for its latest product, Radha Rhino 600+.
The campaigns developed by Vermmillion Communications Group, Chennai capture the essence of robustness and dependability of Rhino 600+ with an aim to educate customers on quality and strength. The agency has launched this campaign exclusively for ATL and BTL, defying the prejudices associated with the TMT sector and the brand ambassadors associated with it, a bold approach in itself in this category.
While many brands in the TMT sector rely heavily on the star value of their brand ambassadors, the campaigns for Radha TMT showcase the brand ambassador ‘Rana Daggubati’ from a different perspective, setting fresh horizons for the brand.
With a focus on strengthening the presence of the newly launched Radha Rhino 600+, the campaigns expound the brand’s philosophy behind Radha Rhino 600+ of being “the testament of true strength” brought alive by the brand animal, the mighty rhinoceros and Rana Daggubati.
While one campaign talks about the quality, strength, endurance and state-of-the-art technology that makes Radha Rhino 600+ for the urban markets, the other leans more towards establishing a brand connect from the roots in the sub-urban and rural markets claiming a no-crack guarantee.
Conceptualised and brought to life by Vermillion Communications, Chennai, both campaigns are live in both urban and rural markets across Telangana and Andhra Pradesh.
Vijayshree Krishnan, Director, Vermmillion Communications Group, said, “The objective was very clear–bring awareness and market the salient features and unique properties of the brand Radha Rhino 600+ to the consumers’ i.e. Individual Home Builders. Through these campaigns, Radha Rhino 600+ was clearly communicated and visually established by our creative team very well through a series of 13 visual assets. The market response has been extremely positive and the creatives have not only achieved the goal, they were well received by the masses.
The freedom to explore creative ideas and concepts out of the box was prominent in the outcome. We thoroughly enjoyed every moment of working on this distinct campaign, thanks to the new leadership of Mr. Akshat Saraf (Director, Sales & Marketing) and the enthusiastic involvement of the team led by Suman Saraf (Managing Director- Radha TMT).”
“The idea was to break the stereotypical perspective and the routine treatment through our creative approach. The crux of the campaign was to symbolize the loyalty and the dependable nature of Radha Rhino 600+, the strongest and the most reliable TMT bar available for home construction, through the visual chemistry of Rana and the Rhino, a relation of man and a powerful pet at home,” adds the brain behind the campaign Udayavani M, Director, Strategy and Planning, Vermmillion Communications Group.
