RSM – Nirmaner Allrounder

Background

Rahim Group, has been the provider of wide range of construction materials in Bangladesh market for the last sixty years. It produces some sort of construction materials i.e. Ferro Alloy which no other competitors are producing, rather many of themsourcetheir raw materials from Rahim Steel. Moreover, it is the pioneer in setting benchmark of rod grade in Bangladesh. However, consumers are not aware of its legacy and wide range of production capacity. Consequently, they are getting the leverage of its legacy.Hence, brand wise it is not to the front. So, Rahim Steel wanted to revive its brand image through communicating it as the one stop solution for construction materials.

The challenge

While the Steel category was educating users, through teaching, comparing, illustrating steel products using technical jargon and some started talking about safety due to recurrent earthquake in recent time, how can a brand gain relevance to the time if it focuses on its legacy and capabilities.

Insight and Strategic Thinking

The multitude of product offering makes Rahim steelthe one stop solutionfor construction materials, not for all construction materials. Hence, Rahim Steel become superior from its competitors by providing almost all construction materials.

If we look into the consumer, people seek quality product from a trusted brand, not the company that offers many products. Moreover, steel market has become a brandedmarket recently, and there are evolving consumer trust on established brands. Therefore, only talking about company’s capacity and legacy won’t pay off enough without building the trust factor, which the products will also perform best.

To add reliability with capacity, we need to tell something that communicates both multifunction and superior performance. Covering the both two factors, performance and multifunction we found Shakib Al Hasan, the exact match to the context. Shakib, the no.1 All- Rounder gains the peoples trust through his skill-full performance in Batting and Bowling equally. Over the time the word All Rounder become popular in our culture, mostly through cricket. From Shahid Afridi to Shakib, the word All-Rounder holds glamour which was a symbol of marvelous performance. But laterShakib adds reliability factorthrough his consistency in performance. And it’s the performance that creates reliability.

So, it’s the All-Rounder, on which people can rely on and it’s the word that cover both multifunction and reliability. Hence, our Big Idea was ‘ Nirmaner All-Rounder’

Creative Execution

Though All-Rounder is a sporty word, mostly become popularized through cricket in our culture, we would like to establish it in different way. In real life we see many real life All- Rounder who are consistently doing their good work and doesn’t seek for appraisal though they are quite worthy of it. Rahim Steel is the unsung hero, the genuine All Rounder who has been constantly providing wide range of products for last sixty years but remain in the shadow. Through our creative, we motivate the all unsung heroes by giving them some appraisal.

In our creative, we show a Human All- Rounder who is down to earth in nature, but people bring him to light by making it aloud his diversified works. Then, we show Rahim steel as ‘Nirmaner All Rounder’ because of its sixty years legacy and multiple product offerings. Throughout the communication, we communicate – real All Rounder doesn’t speak for himself/herself, rather people love to talk about it.

Impact

  1. 80% of the Independent Home Builders and Commercial Buyers become aware of Rahim Steel
  2. 60% buyer consider Rahim Steel as one of the large and reliable constructions materials companies
  3. Conversation has created, how Rahim Steel can be ‘Nirmaner All Rounder’

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