Our Mumbai based client Prabhat Dairy Ltd launched Dahi with no preservatives. Positioned as “Ghar Jaisa Dahi” it is made from fresh cow’s milk and produced in an ultra modern state–of–the-art-plant, under strict hygienic conditions.
As their media consultant, we planned and negotiated traditional media for the launch. The positioning strategy was to target SEC A/B/C in the state of Maharastra. We planned a mix of media like Print / Outdoor / Moving Media. Print included most of the major regional publications like Sakal, Loksatta, Lokmat, Gujarat samachar, Times of India city supplement etc and the approach was to have a good mix of crisp ad space starting with a good quarter page size for the first few releases. Moving media was live for 30 days and outdoor was negotiated in big volume. It was a very successful campaign and successfully position Prabhat Dahi as” Ghar Jaisa Dahi”