Rebranded Roots with a New Identity

Big Brand Challenge

Gauri Alkapuri is one of the leading names in women’s ethnic wear across Vadodara. With the best of sarees and dresses, Gauri Alkapuri is considered as a one-stop destination for unique women’s apparel. Previously part of the renowned Gauri Group, Gauri Alkapuri wanted to establish a separate identity following its split from the parent brand. The objective was clear: to not only match but surpass the reputation and revenue. This challenge required a strategic positioning to resonate distinctly within the same cultural and market framework that the parent brand had dominated for years.

Pivotal Groundwork (Research)

The Background
Gauri has been renowned for its exquisite craftsmanship and traditional female ethnic wear designs. Established over three decades ago, the brand has a loyal customer base but needed to establish a distinguished identity following the separation.

The Study
Our research focused on understanding the brand’s current market perception versus the potential it had to attract a broader audience. We analysed market trends and competitive positioning to craft our strategy.

The Trends
In our market analysis, we identified a prevalent trend among brands: the integration of location into their names. This strategy is effective for embedding the brand’s geographic identity into its overall perception, ensuring that the location becomes synonymous with the brand itself. Such naming conventions help in establishing a distinct brand identity in the minds of the target consumers.

Stellar Strategy
Our approach centred on differentiating Gauri Alkapuri from its parent brand through innovative branding and targeted communication strategies.

Groundbreaking Execution

The Name Set the Stage
To clearly distinguish it from the parent brand, we introduced ‘Alkapuri’ to the existing brand name, creating ‘Gauri Alkapuri’. This strategic name change was pivotal in signalling a fresh yet familiar identity to the audience.

Visual Storytelling Took Things Forward

We crafted campaigns focused on the emotional value of family gatherings, with Gauri Alkapuri sarees enhancing these special moments. The shoots featured the finest of international models, portraying a global appeal while maintaining the ethnic essence.

‘Rishte Khushiyon Ke’

The first campaign, ‘Rishte Khushiyon Ke’, captured heartwarming familial bonds, showcased during festive gatherings, resonating deeply with our audience.

‘Aapki Khushiyo Mein
Hamesha Aapke Saath’

This campaign celebrated the brand’s five-year journey while reinforcing the brand’s commitment to being a part of every joyful moment, enhancing its emotional connection.

Additionally, social media campaigns were launched focusing on how Gauri Alkapuri fits into the everyday life of a woman, showcasing various styles. Our team also arranged online sessions for digital customer inquiries.

Amplified Reach with Influencer Collaboration

Partnered with high-profile influencers to showcase the versatility of Gauri Alkapuri’s designs, effectively reaching a younger, style-conscious demographic.

Informed Consumers on the Art of Styling Sarees

Created a series of videos that educated viewers on the different styles, fabrics, and origins of sarees, enhancing consumer knowledge, engagement, and appreciation for the craft.

Result

The branding initiatives helped establish a robust identity for Gauri Alkapuri. The brand became popular for its creative narratives and innovative campaigns, not just matching but surpassing its revenue goals in subsequent years.

Key Takeaways/Learnings

Separating and establishing a distinct identity for an established brand was challenging but also an opportunity to innovate and redefine the brand. Our strategic and research-driven approach exceeded the expectations of our client.

Clients Speak

Trizone helped us amplify our identity and reach a wider audience. The upgrade in communication has been a tremendous success and we are thrilled with the results. – Owner, Gauri Alkapuri