Turning a Brand into a Legacy
Window tinting films were traditionally sold as an aftermarket product which was not aggressively marketed. Praxis was made the brand custodian following a multi- agency pitch in 2005. For a product which was among the Top 100 inventions of the Millennium, V-KOOL had limited brand recall and positioning.
An integrated brand communication strategy was drawn out to market the product across various media platforms in the region. Through years of sustained marketing campaigns V-KOOL is today positioned as the most advanced heat control film in the market. The efforts paid off, V-KOOL displaced competition and positioned itself as a premium car window ﬁlm enjoying prime recognition from every major automobile dealer in the region.