Adchat Brief for Yellow Sun Dairy

Aarthi Hariharan Arjun Chathukutty Ashwini Rao Debjeet Swain

Dushyant Sinha Hirak Suryavanshi Sibi N Thomas Sneha Iyer Sushant Thakur

Imperial Yellow Butter

Product of Yellow Sun Dairy Competing with Amul No product differentiation

The Changes
Plastic containers No added colors No paper used for wrapping the product

Branding

Premium product with superior packaging Tagline: Butter for the Royals Safer Fresh from Farm No added colors Convey that paper is inconvenient Healthier natural Butter

Advertisement Targeting
Theme: Royal butter meant for eating in a royal way

B2B Partnerships Jumbo King, Dominos

Sponsoring IPL teams

Convey Amuls perceived weaknesses(No direct allegations)

Imperials advantages= Amuls weaknesses Convey that the customers deserve better

Advertising

Brand Ambassadors
Sanjeev Kapoor Bipasha Basu Tarla Dalal

Cookbooks Sponsor events in hotel management colleges and in schools Release recipe books with free samples Creative ads: Show alternative uses for butter

Media Strategy

TV

Sponsor cookery shows

Regional Taglines

Float advertisements on popular

shows

Print

Lifestyle magazines Health magazines Cookery magazines

Readers Digest, Good Food

Digital

Burrp Zomato Chef websites Facebook Our own website

Thank You