3. THE BRIEF
Parag Milk Foods is coming up with a new campaign for itsbrand,
Gowardhan Ghee.
The compaign highlights the importance of Cow Ghee. It starts with a teaser
talking about ‘VitaminG’ (G-stands for ghee)
Need some ‘tell & sell’ activation ideas, to convert buffalo Ghee eaters to
Cow Ghee eaters, targeting women.
Campaign will start with a test run in Gujarat, followed by an all-india
compaign.
5. As depicted above, there could be many more significant differences which make
Cow’s Ghee preferable to Buffalo’s.
It is unlikely that consumers, especially women, areaware of these significant
differences
We will seek to bring out these differences & induce sales through the Activation
idea
And it seems, these are the very differences which form the essence of VITAMIN
G
The Activation idea will work to established the same
6. ABOUT GOVARDHAN GHEE
Ghee is a class of clarified butter that originated in ancient India. It is commonly
used in Indian cooking. Govardhan Pure Cow Ghee can be swapped for vegetable
oil or coconut oil in baked goods or can be used for deep-frying
One of the prominent benefits of Govardhan ghee is its nutritional value. This dairy
product is a rich source of vitamin A and E. The saturated fats present in ghee are
easier to break down than the saturated fats in meat
7. WHERE IT WILL BE DONE?
Modern-format Retail Outlets
Supermarkets
Fruit & Vegetables Markets
