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Ethnic beverage brand Xotik’s Jeeru rebrands to ‘J.’

The rebranding is aimed at building lasting recall amongst aspirational Indians who are ‘dil se desi’ but designed to achieve the unthinkable

Beverage company Xotik Frujus (XFPL) has announced the rebranding and re-positioning for its jeera brand Jeeru as ‘J.’

The rebranding has been carried out in an attempt to acquire a higher share of the ethnic beverage market in India.

The use of six colours in the product packaging, is aimed at giving the brand a modern lease of life when paired with clean and bold.

The stark minimalism of form fights with a maximalist colour palette in an attempt to ensure that heads turn wherever one sees the J. at shelves.

In order to attract the quintessential new young Indians who are ‘dil se desi’ but have the promise to be achievers at a global level, J. aims to break through the cluttered beverage market and change the paradigm. 

Anjana Ghosh, CEO, Xotik Frujus, commented, “With J. we wish to completely reinvent the popular jeera masala drink with new age looks and an attitudinal connect with the global India Gen Z or young Indians. With changing consumer habits, experimenting attitude of the Indian consumers today, the new design and vibrant six colours are aimed at creating higher brand recall with a sharper identity amongst New India. Our consumer insight behind this positioning showcases hustling and ambition, empathy, digital nativity, self-expression and creativity being at the core of the youth of India today. These attributes have been instilled interestingly in our creative campaign and brand packaging covering myriad colours which will be seen 1st time for any beverage brand in India. The marketing campaign will include a strong ­­digital led communications to on-ground activations driving trials for J. for the newest masala-soda on the block. Like Jeeru had attained leadership in the category, we hope that in its new avatar, J. will connect with consumers better.”

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