The document discusses introducing a new King Size variant of the iconic Red and White cigarette brand. It aims to appeal to loyal Red and White smokers who have progressed in life. The campaign will hype the arrival of the "King", generate noise, and sustain the brand's attitude. The brand metaphor should present Red and White in a grand yet not frivolous fashion, transforming loyal consumers. Examples are given of masculine campaigns for Bajaj Pulsar and emotionally appealing campaigns for Maruti SX4 to achieve brand upgrading.

1. Red and White Kings

2. • Iconic Brand
• “Red and White peene waalo ki
baat hi kuch aur hai”
• Strong Market share in Delhi,
Punjab, Haryana and UP
The Brand History

3. • Pack changed to refresh the
brand and to make it modern
• The Red and White Flake is
currently the no 1 cigarette in its
markets
The Current Scenario

4. Exudes a very strong
“Force” both
internally and
Courage externally
“Can
By the virtue of
smoking R&W, the Do
cons. Feels special
because he feels he Spirit”
is different from
others Specialness Self Belief The R&W smoker
has high self
confidence
Brand Values

5. • Determined
• Knows what he wants in Life
• Has the “Can do spirit”
• Brand plays an integral role in
imparting the confidence to
make it big
• Age: 21 – 25
Brand Consumer Profile

6. With “India Shining”, what
option does a R&W loyalist
have who has moved up in
life?
The Problem

7. At last,
The much awaited
Red and White
KINGS
“There are men and there are kings”
The Solution

8. For R&W loyalists with a progressive mindset
Who are we for?

9. “Your Favorite Red and White… is now
available in KING SIZE”
What do we want to say?

10. Pre Launch campaign
• Hype generation
• Pre disposition
Launch campaign
• Announce the arrival of the “King”
• High Decibel noise generation and potential for amplification
Post Launch campaign
• Generate the right awareness
• Sustain the Kings “attitude”
What do we want from
you?

11. The “Lion”
Exudes the brand
values appropriately
Brand Metaphor

12. The campaign should
present the brand in a
“Grand” fashion (but not
frivolous)
Our requirements

13. SOME RELEVANT BRAND
EXAMPLES

14. • “Definitely Male”
• Just like Pulsar
resonated with 21-
35 year olds with
its masculine
outlook, Red and
White has carved
a similar niche in
the RSFT
Cigarette market
Bajaj Pulsar

15. • “The Men are
Back”
• SX4 came up with
this positioning to
be emotionally
appealing to the
Maruti Swift/800
consumer looking
to upgrade
• R&W is looking
for a similar brand
laddering for its
King Sized variant
SX4

16. R&W transforms the consumer

17. R&W transforms the consumer