Dave ka Divya- Range of Spices

Objective:To come out of Saas-bahu positioning and re-establish as a brand with huge range of spices.
TG: Lady, the homemaker.
Hurdles: The brand is in the market since more than 80 years. The tag line" Saas bahu ka Jhagda mitane wala" and Garam masala brand identity was a big trouble to shift.
Marketing Strategy: The strategy was to reach all the touch points where youth couples connect. In this series event and media planning was done accordingly.
Media Mix: It was all mix up of Print, Radio and On Ground Activities that spread the message effectively.
Results: The brand is touching new consumer base. Modern trade sales has been increased that shows trust of youngsters in the brand.