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Year: 2011

 

Problem

Defining clearly what it stood for at an overall brand level and at a specific product level in the Indian market.

Research analysis and insight

Research revealed Borosil glassware’s strong associations: unquestionable quality overall, and its unique microwavable range.

Communication solution

A new brand line ‘Borosil. Or compromise.’ A mass media campaign that strengthened Borosil’s association with microwaveables and celebrated the goodness of cooking in a microwave.