Classic Marble Company unveils refreshed brand identity with integrated digital campaign

Classic Marble Company (CMC), a player in the luxury natural marble segment for over three decades, has rolled out a refreshed brand identity and an integrated marketing campaign named Unearthing the Extraordinary. The initiative, developed in partnership with agency TBWA\Lintas, marks the company’s first major brand overhaul and includes a redesigned logo and visual system.

The company said the new identity places greater emphasis on luxury white marble, particularly the Namibian Crystal White variety sourced from an exclusive quarry in Namibia. CMC currently offers more than 2,000 collections of premium marbles from global sources.

Campaign across digital and OTT

The Unearthing the Extraordinary campaign is built around the Namibian Crystal White marble and draws inspiration from Africa’s white wildlife. Instead of focusing purely on product attributes, the campaign aims to build brand meaning through themes of rarity, provenance and craftsmanship. It will run for three months across OTT platforms, digital channels, print, outdoor, cinema and experiential touchpoints. The target audience includes homeowners, architects, interior designers and luxury consumers.

For digital marketing professionals, the campaign offers a case study in how legacy Indian brands are combining storytelling with multi-channel media buys — moving beyond traditional print and outdoor into digital video and OTT to reach affluent, design-conscious audiences.

Executive commentary on strategy

Mohanraj Jagannivasan, Chief Executive Officer of Classic Marble Company, said the rebrand reflects a shift in India’s luxury living market. “As consumers increasingly seek meaningful luxury over conspicuous luxury, we believe natural marble will continue to define the finest living spaces. Our refreshed identity reflects this shift and marks the beginning of CMC’s next chapter,” he stated. The company aims to double its revenue over the next three years, supported by an immersive Experience Centre in Silvassa.

Priye Choudhary, Chief Marketing Officer, described the campaign as “the first expression of CMC’s new brand identity” and noted that in categories where products achieve parity, brands become the primary source of relevance. “Unearthing the Extraordinary was created to move beyond showcasing product superiority and build enduring meaning around one of nature’s rarest masterpieces,” she said.

Vishal Bagade, Executive Creative Director at TBWA\Lintas, said the design challenge was to “blend legacy with modernity and at the same time make it future facing,” resulting in a “suave and contemporary identity” aligned with the company’s global ambitions.

Datos clave

Aspect	Detail
Brand identity refresh	New logo and visual identity by TBWA\Lintas
Campaign name	Unearthing the Extraordinary
Campaign duration	Three months
Channels used	OTT, digital, print, outdoor, cinema, experiential
Business target	Double revenue in three years

Why this matters for digital marketing readers

The Classic Marble Company rebrand demonstrates how traditional Indian luxury brands are adopting integrated digital-first campaign strategies — using OTT and digital channels alongside legacy media to tell provenance-driven stories. The emphasis on brand narrative over product specification reflects a broader trend in Indian marketing where experience and emotion are used to differentiate in parity categories. The involvement of a major agency network and the use of multi-format media also highlight the growing importance of unified brand communications in the premium home segment.

Source: Social Samosa — https://www.socialsamosa.com/industry-updates/classic-marble-company-unveils-new-brand-identity-12194533