In spite of all the efforts, rural market share (8%) was stagnant. The main competitor Singer was really strong. Survey showed that consumers were sensitive to price, less bothered about quality of light.

Philips Bulb was established as a superior bulb endorsing through deep rooted heritage. Thus the communication was developed showing how the son in law was treated in father- in-law house with a hilsha fish. And the brand Macher Raja Ilish, Battir Raja Philips was created.

Market share grew from 8% to 72% over a period of two years in the rural areas.