Red and White Kings

The Brand History

• Iconic Brand• “Red and White peene waalo ki

baat hi kuch aur hai”• Strong Market share in Delhi,

Punjab, Haryana and UP

The Current Scenario

• Pack changed to refresh the brand and to make it modern

• The Red and White Flake is currently the no 1 cigarette in its markets

Brand Values

“Can Do

Spirit”

Courage

Self BeliefSpecialness

Exudes a very strong “Force” both internally and

externally

By the virtue of smoking R&W, the cons. Feels special because he feels he

is different from others The R&W smoker

has high self confidence

Brand Consumer Profile

• Determined• Knows what he wants in Life• Has the “Can do spirit”• Brand plays an integral role in

imparting the confidence to make it big

• Age: 21 – 25

The Problem

With “India Shining”, what option does a R&W loyalist have who has moved up in

life?

The Solution

At last,

The much awaited

Red and White

KINGS“There are men and there are kings”

Who are we for?

For R&W loyalists with a progressive mindset

What do we want to say?

“Your Favorite Red and White… is now

available in KING SIZE”

What do we want from you?

Pre Launch campaign• Hype generation• Pre disposition

Launch campaign• Announce the arrival of the “King”• High Decibel noise generation and potential for amplification

Post Launch campaign• Generate the right awareness• Sustain the Kings “attitude”

Brand Metaphor

The “Lion”Exudes the brand values appropriately

Our requirements

The campaign should present the brand in a “Grand” fashion (but not frivolous)

SOME RELEVANT BRAND EXAMPLES

Bajaj Pulsar

• “Definitely Male”

• Just like Pulsar resonated with 21-35 year olds with its masculine outlook, Red and White has carved a similar niche in the RSFT Cigarette market

SX4

• “The Men are Back”

• SX4 came up with this positioning to be emotionally appealing to the Maruti Swift/800 consumer looking to upgrade

• R&W is looking for a similar brand laddering for its King Sized variant

R&W transforms the consumer

R&W transforms the consumer