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Aditya Birla Group

Toru worked closely with colleagues and clients at the DDB Mudra Group to build a body of work that showcases the power of insightful strategy, brought alive with creative flair.





Viscose filament yarn (VFY) was an invisible ingredient and a commoditized product. We were tasked with transforming it into a consumer-facing brand that could yield revenues in its own right.

What is that elusive quality in a fabric that both fashion-conscious women and margin-conscious retailers could be persuaded to pay a premium for?

We initiated an exhaustive appreciation of the product from every angle for the first time in the company’s 60 year history. 

We began by understanding how VFY was developed, enhanced and manufactured. We paid close attention to how it was incrementally transformed as it moved through a long and complex value chain that started with the factory floor and traveled through weaving and stitching workshops across India. Of particular interest was the form in which VFY finally arrived at high-end retail outlets. 

There were two questions we asked at every single point - on what basis do buyers select the yarn? How do they enhance it before selling it further down the line?

  • Launched Raysil, promising  ‘Effortless elegance’ through fluid fabrics 

  • Built a comprehensive B2B + B2C campaign ecosystem that encompassed everything from nomenclature, identity and brand architecture, to dealer certification programmes, celebrity fashion shows, trade exhibitions, point-of-sale collaterals and of course, advertising campaigns

  • Created a ‘virtuous cycle’ in which creator (B2B) and consumer (B2C) marketing worked hand-in-hand

  • Acquired deep competencies in commodity/ ingredient branding 

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