Raysil: From invisible ingredient to desirable differentiator

Aditya Kanthy, Toru Jhaveri, Sanchari Chakrabarty

Indian Rayon's viscose filament yarn (VFY) brand Raysil used a multi-channel campaign to raise awareness and future-proof its business in the Indian market.

Campaign details

Brand: RaysilBrand owner: Indian Rayon (Aditya Birla Group)Lead agency: DDB MudraCountry: IndiaIndustries: Industrial & manufacturingMedia channels: Outdoor, out-of-home, Print, Public relationsBudget: Up to 500k

Executive summary

India's viscose filament yarn (VFY) industry was confronting an uncertain future – capacity expansions were limited, cheaper imports easily substituted local products, and commoditisation imperilled margins and profits. Indian Rayon wanted to build a future-proof business and believed in the fineness of its yarns. But how could any company become sought after across a fragmented supply chain where few...

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