Every brand has a life cycle and suffers fatigue, especially in an ever-changing market where consumers have a wide array of options to make a choice. To thrive in such a competitive ecosystem, a company must reinvent itself even more frequently without losing relevance. We assist our clients with Brand Rejuvenation strategies in order to refresh their brands without losing their core essence and equity that has been built over the years. Employing our methodology ‘Living Brands’, we identify brand assets that need to be sustained and the ones that can be dropped or modified in order to be made contemporary and relevant. We also help facilitate acquisitions and mergers of brands through harmonization exercises done both locally and globally.

A rejuvenated brand often results in a boost in brand awareness and a shift in brand perception. DY Works has led the relaunch, often in fully new avatars, of over a hundred popular brands. A few of such brand transformations include Dabur, Air India, Lakme, Fair and Lovely, Clinic, Sunsilk, Hit, Sofit, Cinthol, Taj Mahal Tea and Huggies