Diamond Power is one of India’s largest and truly integrated power transmission & distribution equipment manufacturers. Besides being a major supplier to national utilities, it forayed into the consumer market. Our challenge was to not only create and establish this new brand identity across households, but integrate it as a brand umbrella for all of Diamond Power’s products.
We worked on a dual pronged strategy. Firstly we reinforced the new brand as one built on the same foundation of quality and excellence as Diamond Power. Secondly we established its credentials as a product from Diamond Power’s technically advanced product portfolio, across the power T&D value chain.
The new brand was christened as ‘Diatron’, giving it an electrical feel, while maintaining the lineage of Diamond Power. The branding campaign revolved around the tag line of ‘Power jo desh ko jode’ – signifying Diatron as a brand connecting businesses to performance, ideas to innovation and people to brighter lives. An integrated campaign across mainstream financial dailies delivered the core message across homes and industries.