Indian Rubber Material
Positioning, Brand Identity, Communication Strategy, Website
The Indian Rubber Manufacturers and Research Association (IRMRA) has been serving the industry, from product to consultancy to industrial services for over 6 decades. Over the years, they established credibility and became renowned for their tyre and non-tyre products across Asia. As a notable and trusted rubber agency, they realized that they were looked upon as a manufacturers body and not a research institute. With a plethora of domains that they catered to, lack of awareness, and unexplored capabilities, they aimed to rebrand themselves to become The Indian Rubber Materials and Research Institute (IRMRI).
We identified that despite having a legacy of 6 decades, IRMRI was not looked upon seriously by multiple stakeholders. We began the process by identifying the main objective, i.e. to be the bridge between the government and the industry, in terms of rubber. We had to break the perception of a manufacturing body, promote research and development, expand its reach, and shed the ‘government body’ perception, thereby functioning like a corporate.
We split the solution into two levels: strategic and design. The rebranded entity was positioned to become synonymous to Rubber as a material, and focus on three aspects: Beyond Tyre, Talent Pool of Rubber Technologists, and being a National Pride, with International Expertise. We also identified IRMRI’s stakeholders and established it to stand as a single touchpoint between the network. Crafted as “The Rubber Experts”, we brought the solution to life by emphasizing on the ‘rigidity’ and ‘flexibility’ of rubber as a material, and IRMRI as an institute. By being Rigid in principle, and Flexible in Approach, IRMRI can now explore uncharted waters and grow exponentially.