Yogurtry, a UK brand of frozen yogurt that entered the Indian market recently, has signed on Katha Mediatix as its agency of record for a period of one year, to build the brand in India.
Michael Zeolouf, brand owner, Yogurtry, says, "Yogurtry positions itself as a lifestyle indulgence product, and not typically a health product, inspite of having great health benefits."
Vipin Khanna, brand owner, Yogurtry, says, "Indians, today, are globally exposed to varied cultures, food, taste and brands, and are lifestyle-oriented. The brand should sneak into their lifestyle."
The communication will essentially have three phases, wherein the challenge will be to create acceptability towards frozen flavoured yogurt, and create a strong association in the minds of the people.
Below the line (BTL), digital and point of purchase (POP) activities are going to dominate in the initial phases, followed by innovative and strategic communication and above the line (ATL) campaigns in phases. Post July, the communication will include print, digital and television, as well.
The brand, along with its agency's help, has started with a soft launch in the two big malls of Mumbai, Inorbit Malad and Inorbit Vashi, to map the acceptability of the product. It has received a good response.
To start with, eight metros in the country, namely, Mumbai, Delhi, Bengaluru, Chennai, Kolkata, Hyderabad, Ahmedabad and Chandigarh will be targetted through the brand's activities.
"The objective theme would be 'an alternate choice to ice-creams' and 'guilt-free indulgence'", says Romeer Sen, executive director, Katha Mediatix.
Other players in the nascent frozen yogurt category in India include the Gurgaon-based Horizon Group's chain Cocoberry, the Los Angeles-headquartered Berrycool, as well as Kiwi Kiss, a Canadian chain of frozen yogurt that has been brought to India by Brand Calculus, the master franchisee of Jus Booster Juice in India.