Date
March 2019
Project
Brand Identity Design
Client
House of Misal
Duration
1 month
Rebranding Misal for the
Instagram Age
Client Overview
Umanshi transformed The House of Misal from a traditional eatery into a Gen Z magnet—no ads, no influencers. The irreverent “Missal Impossible” branding (from naming to faming) turned humble misal into a viral-worthy, Instagrammable experience, blending Maharashtrian heritage with millennial humor.
About Project
The bold identity—quirky logos, spice-packed visuals, and tongue-in-cheek packaging—made misal the “in-thing” for young foodies. By ditching paid promotions for organic buzz, the design became the brand’s loudest megaphone, proving tradition could trend without losing authenticity.
Challenge
Brand Repositioning
Reposition itself as a forward-looking brand, not just a fittings manufacturer.
Media Visibility
Build national media visibility around its AI-driven innovation.
Thought Leadership
Position its leadership as category frontrunners in bathroom tech.
Market Engagement
Generate industry and consumer curiosity ahead of and during the expo.
Our Strategy
Narrative Anchoring on Post-COVID Realities
We designed the PR story to answer a pressing question:
“What does the future of bathrooms look like in a pandemic-aware world?”
This gave us sharp narrative hooks:
1. Sensor-based, touchless technology
2. AI-driven water management systems
3. Health-first home design
4. Sustainable manufacturing and water-saving fittings
High-Impact Pre-Launch Media Seeding
To build momentum before Acetech 2021, we seeded stories about:
1. Watertec’s legacy and innovation journey
2. Consumer behaviour shifts around hygiene and smart homes
3. The intersection of luxury, technology, and wellness
On-Ground PR Rollout at Acetech
At the expo, we amplified Watertec’s showcase through:
1. Real-time media outreach
2. Founder interviews and byte placements
3. Explainer press releases
4. Visual storytelling support for digital media
Spokesperson Visibility
The brand’s leadership was positioned as category visionaries, not just product manufacturers, via thought pieces, opinion articles and interviews on AI, design and hygiene tech.
Testimonial
The Team That Shaped Our Brand Journey
Our outsourced marketing team! It was Umanshi who showed us the path of how right marketing and branding can take our business places! It has been our business partner since the time of our inception. They have excellent ideas, reasonable prices, and deliver the final product with exceptional quality and timeliness.Tamanna and team demonstrated exceptional patience, creativity, and professionalism. Long term partnership it is for us with Umanshi!
Gaurav Pawar
Co-founder, House of Misal
Built for Business Outcomes
Sales Growth
0
%+
Achieved rapid revenue acceleration within the first year
Franchises Launched
0
+
Expanded to seven franchise locations within 12 months
Top QSR in Mumbai
0
th
Ranked among Mumbai’s top five QSR brands by local market recall
Ready to evolve your brand?
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