Chuma ya Doshi campaign has been a very successful one. Save for Tononoka Steel that has in recent years invested in some good publicity, Steel manufacturers have been aloof about the need for brand identity.
Today you can be sure even the most illiterate mason knows something about this particular brand of steel. Its a household name. Even in bedrooms, the Doshi chuma ad has lighted many. Hitherto, Chuma was just chuma. Not anymore. So two things to pick from this.
1. If well-executed, a brand campaign has the potential to change your fortunes for good.
2. Invest those resources in the right team. There are many campaigns that have not delivered the Doshi kind of sensation even with millions of dollars invested.
