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Centrick helps Kirloskar go "Limitless" with a mega 360-degree campaign

The refreshed vision is aligned with the need to be future-ready in a constantly evolving world and stems from the desire to enhance the experience throughout the customer journey

With innovation as its purpose, Kirloskar has partnered with Centrick Marketing Solutions LLP to bring alive, communicate and take further its new vision "Limitless".

The Indian conglomerate’s five companies - Kirloskar Oil Engines, Kirloskar Chillers, Kirloskar Pneumatic, Kirloskar Ferrous Industries and Kirloskar Industries - have undertaken a refresh of their respective business vision. The refreshed vision is aligned with the need to be future-ready in a constantly evolving world and stems from the desire to enhance the experience throughout the customer journey.

The exercise involves not just a revitalisation of the businesses from robust, engineering-led firms to solution providers that lead today’s transformed industrial landscape, but also being more customer-centric than ever before.

For its recently launched campaign across digital, print, and television, Centrick designed marketing communication, crafted press communication, conceptualised event content, managed media solutions and ensured a film that communicated the legacy, the present and the future of this organisation, traversing the nation.

Moving ahead, Centrick will manage end-to-end creative solutions and 360-degree media solutions for Kirloskar Ferrous Industries Limited, Kirloskar Oil Engines Limited, Kirloskar Pneumatic Company Limited and Kirloskar Chillers Private Limited. Centrick's services could also be leveraged to design and communicate new business verticals, and initiatives, along with bringing alive the "limitless" proposition through highly engaging activations.

Kirloskar's refreshed brand identity has been designed by DY Works.

"The refreshed logo symbolises our transformation and the journey towards a ‘Limitless’ future. The ‘i’ combines a human icon and a forward-looking arrow that shows the progression and growth of the people impacted. It also indicates that the companies are future-ready and will always strive to satisfy the needs of the customers. The inspiration was drawn from the colour copper that naturally evolves every day. Hence, the copper patina colour palette has been used – from shiny browns, to darker browns, blues and finally greens. Teal is the final stage of this patina, that protects every element within it. This is the inspiration behind the colours of the identity," the company said in a press statement.

Detailing the refresh, Atul Kirloskar, Executive Chairman of Kirloskar Oil Engines, said, “We have undertaken the journey towards becoming a fully integrated conglomerate. Our new vision keeps the changing needs of the customer in mind, reorienting us from manufacturing to solutions around it. We are going from a solid, engineering-driven firm to a future-ready firm, geared for an enhanced customer experience. We are looking at the adoption of new-age technology solutions and digitisation, a future-ready team that is exposed to the best people practices and recognises and rewards performance.”

Gauri A Kirloskar

Gauri A Kirloskar, Director, Kirloskar Oil Engines Limited, said, “We have worked with Centrick for over a year on digital media and marketing and also engaged them for the refresh exercise. They take complete ownership of the client and the task at hand, often working out-of-scope and under pressure with a great attitude. Creatively brilliant, dependable and always fun - it has been the start of a partnership that I’m sure will go a long way.”

Rahul Kirloskar

Rahul Kirloskar, Chairman, Kirloskar Pneumatic Company Limited, said, “It was a refreshing experience to work with Centrick. They are an extremely creative agency. In particular, Roy and Anamta Shaikh's work ethic, responsiveness and creativity were incredible. I think the results speak for themselves.”

Roy Menezes, Partner & Chief Creative Officer, Centrick, said, “This organisation has been the backbone for various industries, sectors and nations. They also happen to be the backbone of this little agency, founded a year and a half ago by three friends, Vikram, Vistasp and myself. For companies of this stature to place their trust and faith in us, give us the creative freedom that's honestly unseen anywhere in our careers, only naturally makes us go above and beyond the call of duty, with joy, to deliver whatever solutions they may need. It's a once in a lifetime opportunity to be a part of such a refreshing change, and for that we will forever be grateful.”

The film:

The print ads:

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