Reintroducing ancient wisdom

Brand Differentiation
Product Awareness
Social Media Engagement

Challenge

The Ayurveda wellness market in India remains largely commoditized, despite a few established and emerging brands going in to create distinct identities for their offerings. With a legacy for 65+ years of operations and ecommerce presence, Charak Pharma wanted to establish itself as a household brand in the category.

See Impact

A focused narrative

The client wanted to invest in an approach that would lead to mindshare win at both levels – brand and product. This was executed with a narrative that prioritized top lifestyle concerns – digestion, respiratory health, and sleep disorders. Right from social media marketing to product campaigns, the communication centered around these concerns. It was about positioning some of the company’s most salient products to drive distinct recall. Moreover, the visual language and tone were aligned to resonate with a younger, social-first audience (traditionally, Ayurveda has seen wider acceptance and demand among older consumers).

Driving relatable conversations

We recommended a social media strategy that involved tailored campaigns as well as content IPs to drive awareness and action. The campaigns, centered around products such as Kofol, Dipya, and Zzowin translated into brand resonance and trust building. This had a domino effect on the entire funnel.

“The Ayurveda and wellness space is fast-becoming a cluttered one. With several new players entering the market, it was critical for a legacy brand such as Charak to be bold and authentic but vibrant. We decided to be true to the brand voice while adopting a more social-first tone. Right from the storytelling to the visual language, and from the storytelling to the customer scenarios, every aspect was aligned to this tone.”