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Sundram Fasteners Corporate Ad
Sundram Fasteners Limited is the leader in high-tensile fasteners
in India. This ad highlighted the changes taking place in
the company to stay ahead of the competition and match the
higher expectations that customers have of a leader. It is
a corporate ad but also makes a strong statement of product
leadership.
Body copy says: "It's not easy being No. 1. Because
customers expect more from us. But that's the price a leader
pays.At Sundram Fasteners, we thrive on the challenge. Staying
mile ahead of the competition - in many ways."
The copy goes on to back up the claim of
"leadership in action" made in the headline, by talking
of the company's initiatives llike additional manufacturing
capacities, technological upgradations, business process re-engineering,
total productive maintenance, total fastener solutions, and
ISO certified quality systems - India's first. All of
which have strong customer benefits.
Copy concludes: "That's why Sundram Fasteners is No. 1
in the OEM market. No.1 in retail sales. And No. 1 in exports.
"We haven't forgotten how we got there. By staying uned
to our customers' needs and acting on their inputs. With the
vision and drive to keep us thinking ahead. And moving ahead.
"To us, that's leadership in action."
The ad signs off with a product statement: "TVS high-tensile
fasteners. No. 1. In more ways than one."
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