A 60 year strong brand, facing an upcoming challenger.
Now, that's interesting !
Now, that's interesting !
We got this account when, despite being a 60 year old brand, it had started facing the heat from a challenger brand, which had suddenly become very aggressive.
We worked out the problem areas, lacunae in communication and planned accordingly, the entire media mix, communication path at different touch points and delivered Print, OOH, POP, Exhibition stalls and Radio creatives.
SHUDHHATA ane UTKRUSHTA GUNVATTA:
Our observations and focus group research showed that the brand was still perceived as a brand which gives unadulterated quality.
We thought of reinforcing the same value proposition but in a way that it made it stronger in the consumer's mind.
So, we started with this,
This was the first Radio ad we created, written by our head :
Initially, when the client heard this ad, they were like " it's so dull, the music isn't peppy too"
Our head had unshakable faith in it though, " But it'll stand out, try airing it for 3 days and gauge the feedback on your own, if you say it hasn't worked, I'll write another script.."
AND IT WORKED!
So much that, even now when we approach prospects and talk about the radio campaign, they immediately reply with a smile " ya, that "tame lavya" ad no?"
Many Radio ads followed, we'll try putting those here..
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" HOW CAN TASTE BE HEALTHY ?"
Recently, our founder came to us saying " did you see the ad of "Tata Sampann" on TV?"
He had a reason behind his excitement.
If one sees the TVC , the narrative ends (just before the tag line comes) with these words ".....SWAAD SEHAT KA "
Something our client was not convinced about when our head had suggested it as the positioning plank !
Their apprehention was " how can taste be healthy ?"
The recent, Tata Sampann campaign shall probably help strengthen their faith in the proposition now!
Anyways, what we had done with the re-positioning of this brand was that our head argued " Everybody talks about taste when it's about spices, just as every washng powder, till recently, used to talk about 'safedi' only."
We wanted to position this brand as delivering SOME EXTRA VALUE IN ADDITION TO TASTE -it's primary value proposition.
The answer lay in their manufacturing standards !
We noticed the cleanliness and hygiene standards they used to maintain in their manufacturing unit and the high standards of QC employed.
We worked out the problem areas, lacunae in communication and planned accordingly, the entire media mix, communication path at different touch points and delivered Print, OOH, POP, Exhibition stalls and Radio creatives.
SHUDHHATA ane UTKRUSHTA GUNVATTA:
Our observations and focus group research showed that the brand was still perceived as a brand which gives unadulterated quality.
We thought of reinforcing the same value proposition but in a way that it made it stronger in the consumer's mind.
So, we started with this,
This was the first Radio ad we created, written by our head :
Our head had unshakable faith in it though, " But it'll stand out, try airing it for 3 days and gauge the feedback on your own, if you say it hasn't worked, I'll write another script.."
AND IT WORKED!
So much that, even now when we approach prospects and talk about the radio campaign, they immediately reply with a smile " ya, that "tame lavya" ad no?"
Many Radio ads followed, we'll try putting those here..
-----------------------
" HOW CAN TASTE BE HEALTHY ?"
Recently, our founder came to us saying " did you see the ad of "Tata Sampann" on TV?"
He had a reason behind his excitement.
If one sees the TVC , the narrative ends (just before the tag line comes) with these words ".....SWAAD SEHAT KA "
Something our client was not convinced about when our head had suggested it as the positioning plank !
Their apprehention was " how can taste be healthy ?"
The recent, Tata Sampann campaign shall probably help strengthen their faith in the proposition now!
Anyways, what we had done with the re-positioning of this brand was that our head argued " Everybody talks about taste when it's about spices, just as every washng powder, till recently, used to talk about 'safedi' only."
We wanted to position this brand as delivering SOME EXTRA VALUE IN ADDITION TO TASTE -it's primary value proposition.
The answer lay in their manufacturing standards !
We noticed the cleanliness and hygiene standards they used to maintain in their manufacturing unit and the high standards of QC employed.
Slowly taking the narrative of SHUDDHATA ane UTKRUSHTA GUNVATTA forward, we coined this catch line to deliver the central value proposition :
They used to do Ozone purification of the chilli and other ground spices, something that almost nobody did in India. We thought this was a good thing to highlightas it further strengthened the propoition.
So, our next year communication was :
Do we need to mention that the challenger had to change it's track ;) ??
PACKAGING : The Re-Branding journey is still far from over.
Last, we were working on the packaging before we lost out to other agency on price (these haven't been launched as yet and may not see the light of the day)! :
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