KAJARIA ETERNITY

Kajaria Eternity, India’s leading GVT (Glazed Vitrified Tile) brand, faced increasing market complexities with heightened competition and evolving consumer preferences. While demand for premium tiles surged, Kajaria grappled with regional players introducing budget options, price sensitivity, and the rising costs associated with sustainable manufacturing. Moreover, the lack of clear differentiation between GVT and the traditional ceramic category created challenges in consumer perception, particularly around the premium price of GVT tiles.

Client
Kajaria

Industry
Tiles Manufacturing

Services
Digital Ad Films, Brand Positioning

Objective
Kajaria Eternity engaged us to boost market growth, ignite excitement across both B2B and B2C segments, and establish a unique competitive advantage. Our objective was to revitalize the brand with a powerful positioning that would make Kajaria’s GVT offerings undeniably appealing, especially for consumers who needed clear value justification for the higher-priced GVT over standard ceramic tiles. In a market with low engagement levels, the task was to create an energized, sustainable brand presence with tangible benefits.

Strategy
Following an extensive market analysis, GVT emerged as a fast-growing segment where Kajaria Eternity leads in both quality and volume. Recognizing this as a leverage point, we transitioned the brand from its abstract "Tiles Forever" slogan to a bold, assertive positioning: “India’s No.1 GVT Brand.” This reframing delivered dual advantages: it cemented Kajaria's leadership within India and reinforced its global standing, aligning with the rising demand for GVT tiles. Additionally, this strategy addressed the critical need to distinguish Kajaria’s GVT tiles from ceramics, bridging the perceived value gap by spotlighting Kajaria’s superior product range, extensive retail reach, dedicated customer care, and reliable delivery. This strategic shift made the benefits of GVT crystal clear, cementing Kajaria’s identity as the premium choice in a competitive market.

What we did

To amplify this strategic positioning, we deployed a high-impact, cohesive visual campaign. Leveraging celebrity endorsements from renowned Bollywood stars Akshay Kumar and Ranveer Singh, we crafted compelling visuals that underscored Kajaria Eternity’s stature as India’s No.1 GVT Brand. These visuals spanned digital platforms, outdoor hoardings, and retail displays, ensuring a unified and powerful brand presence. Further, two targeted B2C ad films were produced to emphasize Kajaria’s core values of quality, customer service, nationwide reach, and a modern retail experience. This multi-channel approach ensured that Kajaria’s brand message resonated across all customer touchpoints.

Results

The campaign was a success, generating substantial momentum for Kajaria Eternity across India. A comprehensive outdoor and in-store hoarding initiative enhanced visibility around Kajaria Eternity retail locations, while refreshed in-store branding created a seamless experience aligned with the brand’s new imagery. This integrated approach captivated audiences, strengthened the brand's nationwide appeal, and ultimately solidified Kajaria Eternity’s position as India’s No.1 GVT brand. This strategic shift has not only reinvigorated Kajaria’s market presence but has set a clear benchmark for brand leadership in the highly competitive tile industry.

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KAJARIA ETERNITY