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Chavan Group of Companies is a company with strong presence in the Dairy Products sector across Maharashtra. Pratibha Milk is its flagship umbrella brand that covers a wide range of dairy products including Milk, Ghee, Butter, Flavored Milk, Basundi, Lassi, Paneer, Khava, Chakka, Skimmed Milk Powder, Shrikhand and Amrakhand. The company was looking for new and interesting aesthetics and marketing media to expand market demand and customer reach.
After studying the company, we found that their consistent product quality was the result of a farmer-focused and community-friendly procurement and processing methodologies. The emphasis on environmental and animal care was evident at every stage of the milk and dairy product processing. With this insight as our prime guideline, we began working.
• Brand Identity & Tag Lining: We designed the logo using visual elements that suggested the company’s emphasis on nature-friendly, environment conscious, animal-caring and unadulterated production processes they use to bring farm-fresh dairy products to their customers. The name was given a viscous feel to identify it as a Dairy brand. The tag line “Your Healthy Food Partner” was created to clarify the brand’s promise.
• Packaging Design: To further the theme of farm-fresh products, we created an illustration-based design that depicted the entire process from milk procuring through processing and production to transporting it to the homes of customers. The same was used as a background for the packaging design of all their dairy products as a product-binding visual instrument.
• Television Commercial (TVC): With a decade of expanding market presence, and a widening range of products, we knew the brand needed to leap to a higher level. We took the “Your Healthy Food Partner” theme forward with a entertaining Television Commercial created by our team from idea to script through execution to final audio-visual.
• Web Marketing & Film Theater Media: The TVC was released as a viral video on the web, and also aired at strategically chosen movie theaters.
• Print & Outdoor Campaign: To complement and amplify the effect of a viral TVC, we also ran an integrated print and outdoor campaign in newspapers, on public transport vehicles and bus shelters simultaneously for maximum market impact.
The highly researched, well-planned, and efficiently executed Integrated Marketing Campaign resulted in enhanced brand and product visibility, bolstering the client’s on-ground marketing efforts. Due to a striking yet simple and subtle design, customers registered the identity of the brand with the various products as a family under the umbrella brand Pratibha, consolidating the company’s customer base.