Indo Nissin gives Top Ramen a new look

By Anushree Bhattacharyya , afaqs!, New Delhi | In Marketing | July 08, 2011
Conceptualised by Dentsu Communications, the instant noodles brand has also got a new positioning that transforms it from 'smooth noodles' to 'super noodles', along with the new tagline 'Be the champion'.

'It's never too late' to start afresh, and this is exactly what Indo Nissin Foods is doing. The company, which manufactures instant noodles and various other ready-to-cook food items, entered India in 1991 with the launch of its instant noodle brand Top Ramen. However, it failed to carve its place in the industry even after being reintroduced with the positioning, 'Don't be a noodle. Be a Smoodle' (in 2002).

The size of the instant noodles industry is about Rs 1,200 crore, with Indo Nissin Foods holding only 7 per cent market share. After a gap of almost eight years, the company has once again launched an effort to match the growing competition in the instant noodles category by revamping its flagship brand, Top Ramen.

Speaking to afaqs!, M N V Prasad, general manager, sales and marketing, Nissin Foods, says, "With the advent of new players, the instant noodles category is the fastest growing segment. Therefore, to understand the consumer's thought and perspective on Top Ramen, we conducted a market research and then decided to give Top Ramen a new look and a new positioning, turning the brand into 'super noodles' from the earlier 'smooth noodles'. Moreover, this time, we have re-introduced the noodle brand by saying that it's enriched with vitamin energy."

Conceptualised by Dentsu, the revamp includes changes in the logo to make it louder, bolder and a lot more modern. Furthermore, the colour of the font has been changed from black to red. Speaking about the revamp, Sangeeta Velegar, executive creative director, Dentsu Communications, says, "Top Ramen has been there for a very long time and the challenge was to make the brand look modern and contemporary. We designed the entire look, including the packaging, based on the fact that the noodles are enriched with vitamin energy, so that along with children, mothers also find Top Ramen attractive."

The agency has also created a mascot, Top Boy, and introduced a new tagline, 'Be the champion'. According to Velegar, the mascot has been created to make the brand appealing for children as it is very difficult to register or catch the attention of children, especially at a time when the instant noodles category is buzzing with action. Furthermore, the mascot reflects the energy factor of the noodles brand.

Moreover, Indo Nissin Foods has roped in badminton player Saina Nehwal as the brand ambassador. The new pack, designed by the agency, features all the elements, including mascot Top Boy and brand ambassador Nehwal. Prasad explains, "The new package has been designed by the agency with an aim to incorporate all the new features of the brand -- making it more attractive to the consumers."

To promote the new logo, the company has launched a television commercial that features Top Boy and Nehwal. Furthermore, the company has launched below the line activities at Big Bazaar and Food Bazaar outlets. The company is ensuring the brand's strong presence inside retail outlets, and at points of purchase, to influence purchase decisions.

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