Case Study: Launch of M.S. Dhoni as a Brand Ambassador for MYK Laticrete India Pvt. Ltd.

Introduction

In November 2022, MYK Laticrete India Pvt. Ltd., a prominent player in the construction solutions industry, signed cricket legend Mahendra Singh Dhoni as their brand ambassador. This collaboration aimed to leverage Dhoni's immense popularity to enhance brand recognition and trust.

Objective

The primary objective was to create and distribute striking branding collaterals to announce this significant partnership. The collaterals included:

  • Life-like cutouts of M.S. Dhoni with MYK Laticrete products.
  • Ready-to-paste posters on 3mm sunboard sheets for retailers to display in their offices.

Design Process and Collaboration

The design process was a collaborative effort with MYK Laticrete providing the initial designs. We went through several trial rounds to refine the cutouts, incorporating feedback and making necessary adjustments. Finally, we arrived at a design that met the brand's expectations and Dhoni's iconic image.

Quality Control

Ensuring the highest quality was crucial. Multiple checkpoints were established to maintain quality standards:

Icon name

Raw Material Inspection

All materials were thoroughly vetted upon arrival.

Icon name

Final Checks

Each piece was inspected during packing and shipping stages. This meticulous process ensured every cutout and poster was in perfect condition before dispatch.

Logistics and Distribution

One of the biggest challenges was ensuring that the 5-foot cutouts reached their destinations on time and in perfect condition. To address this:

  • Protective Packaging: Each cutout was individually wrapped in bubble wrap.
  • Custom Wooden Crates: We designed custom wooden crates to hold 5-10 cutouts, reducing the risk of damage during transit.
  • Delivery Partners: Multiple delivery partners were employed to navigate the challenges of reaching smaller towns and ensuring timely delivery across the country.

Project Management

Managing the project timeline was critical to meeting the 1-2 month deadline. Key strategies included:

Detailed Scheduling

Creating a comprehensive schedule for each phase of the project.

Regular Updates

Maintaining constant communication with all stakeholders to ensure alignment and address any issues promptly.

Resource Allocation

Efficiently allocating resources to meet production and distribution targets.

Outcome

The project was completed successfully within the stipulated timeframe. The life-like cutouts and ready-to-paste posters were well-received by retailers and created significant buzz in the market, effectively announcing M.S. Dhoni as the new face of MYK Laticrete.

Conclusion

This project highlights our ability to deliver high-quality branding solutions within tight deadlines. The successful launch of M.S. Dhoni as MYK Laticrete’s brand ambassador showcases our expertise in managing large-scale projects, from design to nationwide distribution. We look forward to supporting MYK Laticrete and other clients in achieving their branding goals.