Guruji Products Pvt. Ltd.

Objective: Amongst the intensive competition in soft drink brands Guruji's objective was to position Guruji thandai as the happening and up market upmarket product. That connects youth with this traditional Indian drink.
TG: Families.
Hurdles: Guruji Thandai was considered as a seasonal product & its regular consumption was not so high.
Marketing Strategy: Vigilance has made innovative approach for Guruji through its creative campaigns. The message was 'it is not a seasonal product but it can be use throughout the year as a soft drink'. With that Guruji has done expansion by introducing natural fruit juices, fruit squash, sharbats and soft drinks for all kinds of tastes which helped youth to easily connect with brand.
Media Mix: Print, outdoor and radio was the part of main media mix. elements to establish traditional home made drinks as the favorite brand of Indian households.
Results: Today Guruji is the pioneer of thandai and traditional Indian soft drinks having wide distribution network spanning the length and breadth of the country.