Tuesday 15 March 2016

We Launched a new Melamine-ware Brand Dinewell with Juhi Chawla

There are few things more exciting than working with something fresh like a new brand. There is no history to juggle with, neither past success nor mistakes. As a series of products in the range of crockery and dinnerware, Dinewell had to be visualized right from the scratch. It’s this envisioning of a new name that came as a central part of the brief to Muse. Dinewell is one of the leading manufacturers of Melamine Decorative Trays and Tableware in India. The stylish products have unique and exclusive designs. Dinewell products are made from 100% food grade melamine. With their four different categories like Horeca, Dinnerware, Coordinates and Trays, Dinewell fits elegant on various occasions and festivals.

As a new brand, Dinewell offers a new space for conceptualizing at all levels - thinking, designing, disseminating the values that can be expected of the brand to fulfill, and executing the entire campaign. The brief was to introduce the brand in perhaps what is one of the most common categories of everyday usage, to position it in terms of exclusivity and promise of quality.

Muse strategized the launch of Dinewell by roping in Juhi Chawla as the brand ambassador. She, among all the celebrities, was chosen so as to communicate the brand’s authenticity and quality. Juhi, as an adored personality, brings in an element of personal assurance, exclusive range, wider reach and a quotient of like ability. She is famous, and her charm travels easily across classes. As someone with a family, she is a perfect feminine presence.

The first step was to organize a comprehensive photo-shoot showcasing Dinewell product range in all its contexts – home, restaurant and catering. Muse visualized and actualized the entire photo shoot with the photographer, the art director, the fashion designer and the stylist. The intensive brainstorming and planning sessions led to a fine execution and an output of elegant range of photographs that strike the right chord with the consumer. The photographs have been transformed into brand literature in the form of creatives like brochures, catalogues, exhibition branding, print ads, hoardings and packaging. The creatives project required attributes: beauty, quality and exclusivity.

Muse has thus planned and executed an entire campaign with a simple idea of leveraging on celeb potential of the right kind. The brand would be instantly recognized and would have no difficulty in being registered in the minds of consumers. The strategy of using a brand ambassador has worked very well. It has moved quickly through the dealership channels. The brand’s set up at various exhibitions has received a huge number of footfalls. It has had no issues in being accepted as a promise of quality. And Chawla’s presence has been able to win those crucial factors of loyalty and trust. It hasn't received any kind of incredulity or hesitation towards its quality. Muse’s efforts have thus converted the brand Dinewell into a promise. 

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