SaintX brings out the edgy side of a man
SaintX , the upmarket fabric brand of Banswara Syntex Ltd, recently was launched in the Indian market with its ‘wickedly smart’ brand campaign targeted at the open heterosexual male.
SaintX , the upmarket fabric brand of Banswara Syntex Ltd, recently was launched in the Indian market with its ‘wickedly smart’ brand campaign targeted at the open heterosexual male. Steering clear from the boy next door clichés, the campaign takes a bold stand by positioning itself as a brand that celebrates ‘that’ side of a man, which invariably remains veiled.
The core insight on which the brand is positioned is that the contemporary Indian male has no inhibitions flaunting his risqué traits.
Purple Focus, the agency behind the campaign, informed that identifying the need-gap, it was critical to crack the right imagery for the brand. Right from arriving at the name SaintX to creating the campaign, the agency worked on a thought line that was extremely tight and slippery. In keeping with SaintX’s aim to celebrate the true spirit of being a man, the brand encapsulates the varied moods/ roles of the new age man through its communication, highlighting its brand values-modernity, individuality and fashion.
SaintX – The Brand
The brand name logo is also conceived on the lines of the brand positioning. SaintX, the brand name, epitomises honesty. SaintX is the charmer. Mr Go-getter. The man, who doesn’t follow the established.
SaintX – The Logo
The red dot in the SaintX logo signifies the fire in a man. The fire that is so symbolic of him to dare, break rules and act dangerously. Red itself is a colour that portrays extreme confidence, aggression, adrenaline and absolute resourcefulness. The SaintX in white gives it that supreme effortlessness that goes with the brand.
