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ARL is the largest manufacturer of AC Pressure Pipes in North India and has to its credit, the first ever Asbestos Cement Sheet plant in Rajasthan. Considering the vast need for housing and associated infrastructure like Schools, Universities, Hospitals, etc. ARL has set up the first project for manufacturing and distribution of Autoclaved Aerated Concrete (AAC) Blocks in Jaipur, Rajasthan, under the brand name of ‘AEROTUFF.’ The blocks are harbingers of a revolution in the building industry in India and are a high-quality replacement for the red clay bricks. These blocks are in line with the present-day needs and the Rajasthan government’s vision of Sustained and environment-friendly development.
We got the mandate of corporate and brand identity development of ARL Infratech Ltd, which is the largest manufacturer of AC Pressure Pipes in North India and has to its credit, the first-ever Asbestos Cement Sheet plant in Rajasthan.
The mandate was primarily for their roofing sheet umbrella brand Ankur. Under the brand Ankur, we had to recreate the brand identity of their existing brand, i.e., Ankur cement fibre sheets, and create new brand identities for Ankur Spectra and Ankur Mahashakti, their brands for color roofing sheets and GLC sheets, respectively.
Once the brands developed, we produced their corporate communication and corporate identity, including marketing collaterals, retail branding architecture, exhibition and mela branding, their conference and event templates, corporate gifts, stationeries, etc.
We developed their brand mascot, i.e, Roofing-Superhero, for their roofing sheet products to convey brand features and its core strengths and values to its stakeholders, including customers, employees, dealers, government, etc. Brand mascots played a significant role in communicating human feelings on different occasions to connect with the stakeholders in varying settings of mood.Â
All their communication, whether on ATL, BTL, or digital media, similar identity was followed for a high brand recall and stickiness with the brand.
We at Ascent have been in the strategic brand & marketing consulting business for more than 20 years, working with reputed brands right from MNC to national and regional ones catering to multiple product categories like Agri input, Agriculture, Automobile, Consumer Durable, FMCG, Financial, Health, Industrial among the major ones.