Gowardhan launches summer OOH campaign for GO Fruit and Dahi Fusion

By Surina Sayal , afaqs!, Mumbai | In OOH News | May 26, 2010
The brand has launched an outdoor campaign in Mumbai and Pune that invitingly displays the yogurt's six different flavours

While the sweltering summer heat saps the energy out of people, brands are rolling out OOH campaigns inviting them to try their thirst quenching or re-energizing products. Besides the colas and nimbu sherbets, Gowardhan's flavoured yogurt (dahi), GO Fruit and Dahi Fusion, have also joined the fray.

& #BANNER1 & #The brand has launched an outdoor campaign that invitingly displays the yogurt's six different flavours, including two new ones, Mixed Berries and Litchi.

Gowardhan, founded by Parag Milk and Milk Products in 1992, produces dairy products such as cheese, milk, chaas, ghee, butter, dahi and flavoured dahi, using 100 per cent cow's milk. Its plant is located in a village called Manchar in Maharashtra (60 km from Pune). Its flavoured dahi products are currently available in Mumbai and Pune markets, with plans to expand to other metros in the future.

The product is priced at Rs 20 for 125 gm and comes in six flavours, including Mango, Pineapple, Banana, Strawberry, Mixed Berries and Litchi.

The thought for the outdoor campaign was to have a clean and clutter free creative, with emphasis on the new product range launched under GO Fruit and Dahi.

Rahul Akkara, vice-president, marketing, Parag Milk Foods, tells afaqs!, "The creatives have already started showing impact on sales and overall brand recall, but since it's just been about a week since the campaign broke, I can't share sales figures just yet."

Bengaluru based creative agency Scion Advertising has worked on the minimalistic campaign, while three outdoor agencies, Posterscope, Percept and OAP, handled the outdoor media.

As the product is available only in these two cities, the company felt that outdoor would be the right way to go. It has used 100 bus shelters in Mumbai and 12 in Pune, and three hoardings in Mumbai and 15 in Pune, in addition to five AC buses in Mumbai. Akkara informs that the ad spend on this outdoor campaign in the two cities was about Rs 50 lakh.

The campaign was launched about a week ago and is scheduled to run for a month. Akkara informs that following the campaign, placement in terms of shelf space has shot up by 50 per cent.

Also, last year (when the brand was launched), it specifically targeted women who lead an active lifestyle with a tight schedule as the flavoured dahi would fit into their diet easily. However, now, the brand is going further and targeting the entire family.

Akkara explains, "Targeting women becomes very niche and we decided to position the brand on a larger platform. We are promoting GO Fruit and Dahi Fusion as a healthy and easy snack, filled with rich sources of calcium, protein and highly beneficial bacteria for the entire family."

He adds, "So, while women are still an important TG (target group), they also take care of a family that needs such nourishment - thus it should be consumed by other members as well and we aim that it becomes a part of their daily diet, whether consumed for breakfast, with lunch or dinner, or as a snack."

GO enjoys 10-12 per cent of the market share in Mumabi and Pune. The flavoured yogurt (dahi) market in India is fairly small and pegged at about Rs 50 crore, informs Akkara, adding that Gowardhan's GO is valued at Rs 5-7 crore. Other competitors in the market include Nestle's Fruit n Dahi, Amul's Yogi Dahi and Danone India.

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