Maharaja Whiteline, the 26-year-old consumer durables brand, has been dubbed as ‘India’s Trusted Family Brand’ and ‘Most Preferred FMCG brand’. The brief was to make the brand more appealing to the upmarket audience. A new line of appliances was launched with the nomenclature ‘Elegance’ to add a refreshing personality to the brand. A 360-degree rejuvenation began with redesigning the packaging, followed by multi-media communication including BTL activities, Web, DM etc. The response from the trade and the market has been overwhelming.
