The Challenge: A crowded market with every brand positioned on ‘strength’. Client perceives - departure from strength will not be safe. Can we keep the same space and yet position differently… Approach: Cross-Ribbed bars. Hence, the name and the positioning: Strength is In The Grip. Images were created. A leading brand in NorthEast within 2 years of launch. Result: A leading brand in North-East within 2 years of launch.