Of Rituals and Recall
- Social Media Marketing
- Brand Campaign
- Integrated Marketing
The client, an asafoetida and spices retailer, had an uber successful product in the market. Yet, distinct recall was low for the parent brand – Laljee Godhoo (L.G.). This was owing to several factors, including an over-association of the brand with its flagship product. This kept the brand from scaling on direct commerce and winning mindshare when it comes to brands synonymous with the entire range of Indian spaces.
The brand’s positioning – Reet Swaad Ki – was rooted in the role its products played in Indian kitchens and festive celebrations. We decided to lean into this to build a brand voice that reminded consumers how integral L.G. was to their way of life.
Right from larger-than-life visual storytelling to festival-specific integrated campaigns, each aspect of our execution was aligned to highlighting the brand’s heritage in furthering familial and cultural traditions.
The approach saw us launching an integrated campaign for Ganesh Chaturthi. Manifested as Reet Bappa Ki, it had us honouring the murtikars, highlighting the silent hands behind the grand celebrations, be it artisans or a brand selling quality, flavourful spices. The multi-touchpoint campaign saw customers discovering Reet Bappa Ki, Reet Swaadi Ki across newspapers, outdoor hoardings, and social media.
“The client already enjoyed strong brand affinity for its flagship product. This called for a solution that would seamlessly leverage on existing equity to drive brand association and recall for the parent brand. By tying taste to tradition through culturally-resonant storytelling, we made the L.G. brand promise come to life across touch points!”
The brand narrative, marketed through social media and multi-touchpoint campaigns led to:
