Eternia is a system windows brand by the Aditya Birla Group. Launched in 2012, the brand was seen as a B2B player and did not have a B2C presence.
Challenges
Reimagine and relaunch Eternia as a consumer brand that offers cutting-edge products with many world-first technical innovations
Develop better understanding of different stakeholders groups, including channel partners, to devise a plan for building sustainable relationships with them
Process
chlorophyll used its proprietary six-step brand definition process. It involved a full-day workshop with the brand owners and extensive research with other key stakeholders like fabricators, architects and interior designers.
We also conducted a dip-stick survey involving 26 home owners, another key stakeholder, across six major cities across India
Solutions
During our research, we explored various aspects of consumers’ lives, and one of them was asking them what their homes meant to them.
The insight from our research is that our homes are safe spaces where we feel secure and undisturbed, giving us access to the things that help us flourish.
Our homes are also where we bring in memories and keepsakes from the outside world to enhance our space.
It’s the intersection of these two worlds that helps us grow. The more we embrace influences from outside spaces, the richer our inner spaces become. Windows and doors are the perfect medium for allowing our outside and inside worlds to meet.
Therefore, there needs to be fluidity between these two worlds, and that’s why Eternia is engineered to create synergy between outer surroundings and inner spaces.
key insights
OutCome
Brand Core:
The extensive research exercise led to a crisp, one-line belief that serves as the foundation of this brand. At chlorophyll, we call it ‘Brand Core’.
Brand Core (reworded for confidentiality): People thrive when there is a seamless exchange between the world outside and the world within.
Manifesto:
To thrive human beings need a retreat, a safe, private place both physical and psychological, but they also need to venture out to taste the thrill and newness, so different from their sanctuary.
Eternal believes these two worlds are not opposites.
When we go out we carry self assurance bred in our retreat.
And when we return from our adventures the memories
and keepsakes become part of our private nooks.
The more we embrace influences from the outer spaces, the greater the richness of our inner spaces.
Eternia. It is seamlessness that allows sanctuaries to thrive.
Once we defined the Brand Core, the next step was to translate it into a memorable expression: a brand new ideantity™.
ideantity™, a concept trademarked by chlorophyll, is a visual idea complimented by a brand line.Together, they communicate what the brand stands for.
Visual:
The intersection of two squares, symbolic of two windows, represents the meeting of the inner and outer worlds. Look closer and you’ll also notice the letter E.
Brand line:
‘a happy union of spaces’ suggests the brand’s ability to facilitate the seamless exchange between the inner and outer worlds.
Ingredient brands:
Eternia has many world-firsts to its credit. To make the most of these assets, it was decided to turn them into brands.
WiWA©: Short for Wind, Water and Air, WiWA is India’s first window rating and certification system that ranks a window’s performance in an easy-to-understand manner.
Duranium™: Eternia’s parent company Hindalco has developed a world-first eternally recyclable aluminium alloy that provides superior strength to enhance the durability of a window. We called it Duranium™, a portmanteau word that combines ‘durable’ and ‘aluminium’.
ForeSense™: The world’s first 3D visualisation tool for windows that allows you to try a window before you buy one. It allow users to customise a window in terms of colours, finish, number of panels and check how it will work in their homes and offices.
Sub brands:
While Eternia was conceptualised to be a premium windows brand catering to HNIs, there was a huge opportunity for system windows in upper-middle class and affordable housing markets traditionally dominated by uncertified aluminium windows.
We created two sub brands to cater to these segments.
Erigo, Latin for ‘to raise’, was created to fulfil the aspirations of an upgrade to better lifestyle.
Totalis, a coined word, suggests totally trustworthy solutions in a low-price segment, including affordable housing projects.
Sonic identity:
One of the outputs of chlorophyll’s brand definition exercise for Eternia was the Brand Archetype.
The archetype of brand Eternia is ‘Innocent’. We used this archetype to create a sonic identity that’s based on the Hindustani classical Raag Hamsadhwani (the song of the swan). It conveys bright, happy beginnings that reflect the Innocent archetype.
We created a 3.20 minute-long melody which was later recreated in shorter versions of 15 secs and 2 secs. We also created versions of these using five different instruments, giving a greater flexibility in its usage in videos, caller tunes, ring tones, app and website sounds and so on.
Sonic identity with different instruments
Brand campaigns
Brand launch:
The reimagined brand Eternia was launched in February 2021. Given the then-prevalent Covid-19 situation, a phygital launch was planned and carried out successfully despite several challenges.
Hosted by a well-known presenter Mandira Bedi, the main launch event was conducted virtually and was attended by fabricators across India. A physical invitation and welcome kit was received by each fabricator prior to the launch.
The launch event involved introduction of the new brand Eternia, along with introduction of ingredient brands Duranium™ and WiWA©. The company also launched a new product range, along with a revamped customer care service and a warranty programme.
Website:
We created this website with two goals in mind: to raise awareness and generate leads. As this brand uses an exclusive fabricator model, it was important to make it easy for fabricators to be found and to present the brand to potential consumers.
PROJECT TEAM
Planning Team
Rochna Poddar
Khushboo Bhavsar
Creative Team
Mukesh Mankame
Kaustubh Lele
Sunil Kanawaje