WOW Design was mandated to help reinvent the brand and also consolidate the Chyawanprash portfolio of Emami under the Zandu brand
BestMediaInfo Bureau | Mumbai | February 11, 2014
WOW Design, a strategic brand design consultancy, recently revamped Emamiâs flagship Chyawanprash brand â Himani Sona Chandi Chyawanprash â promising more than immunity as a brand benefit. With the changing times, the brand has renovated its proposition with the launch of Zandu Sona Chandi Chyawanprah Plus. This not only promises immunity but also an additional offering of mind power.
To help the brand undergo a repositioning, WOW Design was chosen as the brand partner to help this reinvention with an underlying objective to consolidate the Chyawanprash portfolio of Emami under the Zandu brand.
This category has been prmiarily dominated by Dabur and Baidyanath Chywanprash. While Sona Chandi Chyawanprash has built a strong consumer loyalty over years, it has been facing stiff competition from the market leaders. Hence, the challenge while working on the repositioning was to retain the heritage and yet define a new brand personality for the product.
A dipstick analysis was conducted to understand consumer insights and occupy the right space to enable the brand to stand out in the competition. The consumer insight analysis indicated that while the Chywanprash category offers immunity, its indirect competitors (malt-based food drinks) are offering much more than just immunity. Hence, mothers, the primary buyers, introduced MFDs to their families thereby replacing Chywanprash.
Keeping the Zandu heritage in mind, the look of the new pack was worked on. The visual equity like the gold, silver and red were retained while the new pack was conceptualised to bring out the new offering. The healthy, happy family on the centre of the pack communicates the new offering of immunity and mind power. A stylised text unit was created for proposition and placed against the red band, to ensure its immediate noticeability. The revamp captures the brand promise with a strong shelf throw to grab the consumer's attention towards "2 in 1 benefit", which should result in increase in sales.
Saswata Das, Managing Director & Head of Marketing & Strategy, WOW Design, said, âConsumer insight analysis indicated that while the Chyawanprash category offers immunity, its indirect competitors, MFDs like Horlicks and Complan, are offering much more. Hence the birth of âChyawanprash Plusâ which promises much more than its competitors. Also, now with it coming under the Zandu umbrella, the brand stands to gain from the age old trust on Zandu. We at WOW Design have crafted a perfect balance of the traditional ayurveda and modernized version of Chyawanprash for the new age, to help the brand gain back market share.â
WOW Design has been involved in recent big brand launches and revamps ranging from branding to packaging to communication to retail design. Some of the clients that it has partnered with include ITC, Kellogg's, Emami, CavinKare, Abbott and Heinz.