Embarking on a journey towards a greener world, Birla Copper – a strategic unit of Hindalco Industries – entered the fertilizer sector in 1986. Birla Copper was a market leader and producer of di-ammonium phosphate (DAP) and NPK complexes – essential farming fertilizers sold under brand name ‘Shaktiman’.
As brand custodians we undertook a complete rebranding exercise, to help the brand capture a market that was extremely brand loyal and highly resistant to any change. The campaign began with a new brand name – ‘BIRLA BALWAN’ and successfully captured the right spirit of the product. The branding was reinforced through attractive packaging. Through effective communication strategies we are working with the brand to sustain its market leadership. Today, Birla Balwan is a 600+ crore brand.