Aditi Gandhi, partner and co-founder of ColourCraft Studio, says, "We are delighted to receive this mandate from one of India's finest companies. It is going be an exciting challenge to position Girnar's offerings as a youth product, while maintaining the stronghold it has with the more traditional customer base. We are confident that our 360-degree marketing strategy will strike the right chord with both the target groups."
The Mumbai-based agency will devise creative and digital direction for Girnar which was established in 1974. Girnar boasts of a range of high-quality black and green teas with a variety of flavours and infusions, available through supermarkets, stores and online portal www.chaichai.in.
"Girnar wants to reach out more to the youth who have a plethora of tastes and choices, and demand constant product innovation - all of which fits extremely well with Girnar's DNA. We have been working with CCS for the last four months to establish a strategy to attract that target segment, while maintaining our ties with our current TG," says Sachin Bhansali, director, Girnar Food & Beverages.
ColourCraft Studio provides end-to-end solutions in branding, design, web, user interface design and strategy. Its clientele ranges from MNCs like L'Oreal India, JM Financial, Tata Star Bazaar, Vedanta Resources to SMEs across the globe, including the United States, United Kingdom, Argentina, Australia, Singapore and UAE.