Brand Chosen: Milkfood Yogurt

The company came out with a version of yogurt. However, they faltered as they
could not properly communicate as to what the product was. The consumers
mistook it to be a superior form of ice cream (as originally the company was in the
business of selling ice creams in North India) and subsequently, when the taste did
not match, the product did not work.

Rebranding:

Tagline:dahi se kuch khaas….ek meethi

parampara ka ehsaas..

Print ad teaser: Don’t forget the main ingredient in your preparation for
EXAMS!!!!!!!!

The advertisement can be shown as a girl being anxious for an exam. At that time,
her mother comes to her rescue and gives her a serving of milkfood dahi. This
calms her nerves and she passes the exams with flying colours. Moreover, she likes
the product so much that he prefers eating it with every meal. She grows up eating
it. She is shown eating it before an interview and finally gives it to her son as well
before his exam.

The main focus of the ad campaign is to project the brand as traditional dahi,
something that was lacking in the previous communications. The traditional
element is put in. This can be supplemented with print ads wherein, the features
can be shown saying that the brand is better than normal form. The flavor also has
to be projected well. We have to show that the yoghurt is better than normal curd
that is consumed in households. The flavors and quality can be projected by the
tagline: “dahi se kuch khaas….ek meethi parampara ka ehsaas”. This tagline will
also make the consumers aware that the product is a superior form of curd or ‘dahi’
as termed in our country.