New Delhi: ADK-Fortune Communications has conceived a new campaign for Namaste India Dairy, one of India’s leading brands to let the consumers in Northeast India and Bengal take notice of the company’s new product offering, Ultra-heat treatment (UHT).
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 look 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 conceptualized 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 humor with nuances of Northeast India. The initial response shows that it has cut through the clutter and already made a connection.”
Client: RSPL Ltd.
Brand: Namaste India Dairy
Brand Team: Atul Santosh, Anuj Ahlawat, Nitin Mishra, Yash Shirivastav
Agency: ADK Fortune Communications Pvt. Ltd.
Managing Partner: Subroto Pradhan
ECD: Nakul Sharma, Tirtha Ghosh
Creative Team: Ravi Shankar Mishra and Rajanish Kumar Jain
Account Management: Juhi Behl, Siddhant Choudhry
Production House: Gap Entertainment
Director: Ishwar Singh Muchhal
Music Director: Ishwar Singh Muchhal
Producer and editor: Gautam Ailawadi
Post Producer: Nisha Ramakrishnan