RASILA MANGO – THE JUICY JOY OF MANGOES


BRAND IDENTITY, PACKAGING DESIGN & MARKETING COLLATERALS 



OVERVIEW

FMCG is probably the most exciting segments of industry. The reason being – a plethora of consumers, all with their needing essential commodities on a daily basis. Furthermore, scores of brands being launched at regular intervalsmake all the more exciting, all the more competitive. The same goes for juices, fruit drink categories which seek their rightful market share.




THE CHALLENGE

In India, market penetration in the rural areas is different than in the urban areas. Moreover, the product being mango drink, a direct competition from the top brands was expected. Even with availability of technologies, the human touch rather a personal rapport is vital to success. Hence, promoting the brand via traditional media is one thing while, personalized meets with shopkeepers, distributors and many others is another. 

THE INSIGHTS

Our insights were no different from the challenges we faced in the market. A vibrant brand identity for the product to be noticed was yet another insight considering the rural Target Group. Our team also learnt about the game of profit margins which was again an important aspect.

BRAND IDENTITY AND BRAND STRATEGY

Our team deduced that the idea behind Rasila Mango drink – a new entrant needed to be refreshingly different. Our team worked with intent to create a differentiator in terms of design and colours. A blend of realistic and graphical mangoes worked its magic. A poster campaign was launched along with the launch of Rasila Mango drink. Furthermore, we also exhorted the company people to meet the shopkeepers and promote the brand personally in terms of branding and margin. The result was refreshing, exciting brand look with a positive shopkeeper-company connect.

THE OUTCOME

The appealing, catchy design as a part of brand identity was bang on. People noticed a new entrant in the market. Its high recall name and ground activation strategies benefited the brand in every possible manner. In a short period, Rasila Mango drink captured a considerable rural market share.


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