The challenge was simple for Namaste India Dairy, one of India’s leading brands. How do you make the consumers in Northeast India and Bengal take notice of a new product offering, namely an Ultra-heat treatment (UHT) pack from Namaste India Dairy? The answer came from the product itself.
The UHT pack with a cap meant Namaste India’s creative agency, ADK-Fortune Communications Pvt. Ltd., Gurgaon, a WPP company and part of Wunderman Thompson South Asia Group, could push anytime/anywhere consumption. This gave them a distinct hook and a differentiator. Secondly, since a specific part of India was being targeted, it was decided that they would go hyper local with scenarios specific to that region. Once these two aspects of the problem were cracked, ADK decided that they would further build on the core proposition of ‘Start Solid Everyday’ stemming from the product promise of gaada mazaa.
What followed was a series of three fun-filled films conceived and conceptualised by ADK-Fortune Communications Pvt. Ltd., that show in the first film how a boy with the help of Namaste India Milk, outsmarts a bigger bully in every conceivable situation. The campaign has rolled out with the first film and the remaining two will follow shortly.
Speaking about the campaign, Atul Santosh, marketing head, Namaste India Dairy, said: “Northeast India plus Bengal are both very important in our overall strategy to become an all-India brand. This latest campaign sprinkled with our trademark exaggerated tone of voice clearly brings out the advantages of our new product offering in a memorable fashion.”
Elaborating further, Nakul Sharma, VP and ECD, ADK -Fortune, said: “Namaste India has always pushed the edge in all its communication. With this campaign, we have mixed our unique brand of humour with nuances of Northeast India. The initial response shows that it has cut through the clutter and already made a connect.”