"There are just two ways to have a royal status, you are born with it or you acquire a symbol for it."

This nugget of psychology comes not from any top shrink of our times, but from observations made by the Mudra team while it was culling consumer insights for its campaign for the Mitsubishi Lancer. Launched in 1998, the car was pegged in the super premium segment, with the initial communication strategy defined as "styling and driving pleasure". The approach worked well for the brand with consumers perceiving it as a car for the "arrived", a definitive status symbol. Print ad campaigns expounded the car's driving comfort and the pleasures of owning a Lancer.

Three years down the line, however, the market scenario changed. The launch of D segment cars meant that 'premium' cars were now larger, bigger and more expensive. The change meant that the Lancer had to move down from the top of the C segment (mid size) cars to the bottom of the D segment. At the same time, the launch of competitors made the mid size segment active in terms of sales offering increased choices for the customer and setting new benchmarks in luxury and styling.

To stay relevant in the evolving scenario, the Lancer had to retain its core brand value in the face of competition from brands like the Sonata and Accord. Mudra countered this challenge with identifying the new core target segments as - the corporate executive, the self employed professional and the businessman. The new target was the successful, male, 30 +, focused climber who would not flinch about pushing the envelope to its limit.

"To be in control or on top of things was a pre-requisite for them."

Another nugget from the Mudra school of wisdom - one that helped the agency formulate its second strategy for the car. The Lancer's brand benefit ladder now hooked the potential customer with these steps - responsive, balanced…..control of the car….life in control….unflappability.

"The Lancer," says Mudra, "moved a notch up on the ladder and was transported to the area of 'life in control'."

While TV viewing emerged as one of the critical habits of the potential customers, external factors forced Mudra to exploit the next best medium - niche elite and leisure magazines. The strategy worked - the Lancer is today the market leader in the MSP segment, commanding a market share of nearly 52 per cent.