Reinforcing the brand power of a powerful brand
Tirupati – one of the oldest and among the most trusted edible oil brands of the region, was looking to revamp their brand strategy. Tirupati Oil has long been a favourite with Gujarati households and a name synonymous to trust and quality. It now wanted to further penetrate the heartland and reinforce the strength of its products among a greater audience.
Relationships – the binding ingredient
Our study revealed that while the love for food and taste, quality and purity emerged as important factors, there was an unmentioned ingredient whose importance was getting lost – relationships. Our insight pointed to a marketing shift towards the idea of celebrating relationships and the love for food. Furthermore being the leader for decades-Tirupati owned trust which many other brands could not- hence we did a rich blend of Trust and Relationships.
Appealing straight to the heart
The clincher strategy was going vernacular instead of English and Hindi – the TG was just waiting for the brand to connect at their personal level. A fully-integrated campaign completely revamped the look and feel of Tirupati Oil. Moreover, special radio promotions based on bonding and relationships during festive occasions further strengthened this positioning of the brand.