About the
Project
Objectives
Lahori Zeera was a regional drink from Punjab. Very popular for its natural flavour and taste, the brand entered people’s home and even consumed out-of-home in the north state of India. It has a very refreshing quality on drinking and during the summer months when the sun is scorching it aids in digestion for those who are especially non-vegetarians. Lahori also had 2 more variants of drinks – Nimboo and Kacha Aam, which are very popular local home-made drinks. The key problem defined:
1. Low shelf presence – as its label designs and packaging were not attractive enough – not being able to stand out among the competitive brands
2. No brand Positioning – because of no communication
3. Low Social media presence for the entity
Strategy
Create a packaging idea based on the popular local culture that was creatively expressed so that the bottles and the boxes are easily identified and that was – Truck art, which not just a colourful expression but charmingly rustic which made the look very attractive. The packaging was an instant hit in the market.
Execution
The brand positioning was also based on the popular and typical Punjabi idioms that conveyed that Lahori was the best refresher and there’s just no escape from its hit taste. An aggressive in-shop POS campaign based on the same idea helped to boost offtakes manifold. The next season was the time to launch one more flavour – Shikanji and Social Media campaign which was to remain topical and play a role as a reminder and hence create engagement with the brand.
