Gem, one of the most famous refrigerator brands of yesteryears was coming back to the Indian market. The task was to dent the mass market since the brand proposed to change the prevalent technology-price ratio. Gem was reinvented to be the brand of choice for every Indian. The communication strategy was carved out around the thought ‘Gem of your life’. The entire creative renditions revolved around the relationship of a woman with her children. Shweta Tiwari was an obvious choice for the brand’s face. The brand has become a lifestyle icon in the social circle it has targeted.
