Gowardhan Ghee shows how cow ghee can be consumed throughout the year

The brand has changed its positioning from 'Baat hai khushi ki' to 'Pyaar ka rang sunehra' for the first time in 20 years in a bid to expand its base and launched a campaign conceptualised by JWT

Akansha Mihir Mota | Mumbai | October 27, 2016

Click on the Image to watch the TVC.

Gowardhan Ghee, a brand under Parag Milk Foods, has for the first time in 20 years changed its positioning from 'Baat hai khushi ki' to 'Pyaar ka rang sunehra'. Earlier the communication catered to puja, festivals and occasions like weddings. Now, the company wants to change its focus from festive use to consumption throughout the year.

To change its positioning, the brand came out with a campaign last week. The larger campaign around 'Pyaar ka rang sunehra', conceptualised by JWT, will aim to build awareness of cow ghee among the youth and urban population and break myths around it.

Hanoz Mogrelia, Senior Vice-President and Executive Creative Director, JWT said, “It's refreshing to see an idea that was presented in the pitch has come to life, in the same way as it was envisaged. Moreover, the fact that the client backed this idea from day one made the process of making the film very smooth and enjoyable.”

BestMediaInfo.com met Akshali Shah, VP, Strategy Planning-Sales and Marketing, Parag Milk Foods, to know the marketing strategy and its positioning.

Akshali Shah

Shah started off the conversation by saying, “It is for the first time that we are taking an emotional road. Every time, we have been talking very upfront to the people and have done straight talk to the camera.”

Elaborating on the marketing strategy, Shah said, “Our vision is to build the strength of cow ghee and own the leadership position in the ghee segment through category expansion.”

Shah said, “All our creatives have always spoken about how ghee is such an important aspect for everything.”

When Gowardhan Ghee was launched in 1996, the market was largely for white ghee. At that point of time, the acceptance of yellow ghee was very less. From then to now, the brand has positioned itself as the only player to produce 100 per cent pure and real cow ghee.

Earlier the brand used to advertise through the print and outdoor medium. In the past 10 years it started doing television commercials with theme 'Baat hai khushi ki'. The creative agency that handled the brand earlier was Bangalore-based Scion Brand Consultancy.  Adhering to this position, they used to sell the brand as a product used for holy occasions. Shah said, “In puja, people keep the purest form of cow ghee. Like this, we differentiated ourselves from rest of the market back then.”

Later, as a plan to expand, the brand started tapping the festivals.