Milkfood Yogurt

Brand Chosen: Milkfood Yogurt The company came out with a version of yogurt. However, they faltered as they could not properly communicate as to what the product was. The consumers mistook it to be a superior form of ice cream (as originally the company was in the business of selling ice creams in North India) and subsequently, when the taste did not match, the product did not work. Rebranding:

dahi se kuch khaas….ek meethi parampara ka ehsaas.. Tagline:

Print ad teaser: Don’t forget the main ingredient in your preparation for EXAMS!!!!!!!! The advertisement can be shown as a girl being anxious for an exam. At that time, her mother comes to her rescue and gives her a serving of milkfood dahi. This calms her nerves and she passes the exams with flying colours. Moreover, she likes the product so much that he prefers eating it with every meal. She grows up eating it. She is shown eating it before an interview and finally gives it to her son as well before his exam. The main focus of the ad campaign is to project the brand as traditional dahi, something that was lacking in the previous communications. The traditional element is put in. This can be supplemented with print ads wherein, the features can be shown saying that the brand is better than normal form. The flavor also has to be projected well. We have to show that the yoghurt is better than normal curd that is consumed in households. The flavors and quality can be projected by the tagline: “dahi se kuch khaas….ek meethi parampara ka ehsaas”. This tagline will also make the consumers aware that the product is a superior form of curd or ‘dahi’ as termed in our country.