As the flagship brand of Raipur-based Rajat Equipments, MKG had a decade-long journey of manufacturing and providing light and heavy construction machinery to real estate developers in tier-I cities of India. As the brand wanted to attract more distributors, they sought a new brand identity. We designed a reassuring and vibrant identity that showed the ambitions of the brand. It was complemented by a new brand positioning – Naye India Ka Nirman – which gave the brand a pan-India appeal. The new identity was embossed on the machinery. It was communicated through a new website, films and social media content.