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

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.

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. Festival TVC:

Not just keeping themselves to festivals, the brand started advertising on occasions such as weddings and created a commercial for it. Wedding occasion commercial

Now, it has changed the brand’s positioning to ‘Pyaar ka rang sunehra’, trying to inform the consumers that its ghee is not just limited to festivals, occasions and puja, but can also be used on a daily basis. ‘Pyaar ka rang Sunehra’ ad film:

The latest campaign communication through a 360-degree approach will talk about the benefits of cow ghee and how it will cater to populations across genders, age groups and demographics.

The company spends 60-70 per cent of its marketing budget on television campaigns and the rest is spent on digital, outdoor and print.

Last year, the brand did a small stint in the film ‘Prem Ratan Dhan Payo’ as a part of its brand integration strategy.

Gowardhan Ghee is placed very well in the market. Shah said, “The yellow colour and aroma is visually appealing and represents the colour of sunshine, hope and happiness. It also reflects freshness, positivity, energy, optimism, enlightenment and joy. The brand has also introduced a new packaging that has been designed to provide convenience of using ghee to the consumers.”

Talking about the challenges faced by the brand, Shah said, “We are the pioneer in the industry. To create awareness around cow ghee is the biggest challenge. People are not very well aware of cow ghee and that we manufacture 100 per cent pure cow ghee. We want to be present across that cow ghee is healthier.”

Dealing with the competition like Patanjali in the market, Shah said, “Patanjali has in fact helped in growing the category. Our objective is to inform people that cow ghee is healthier and we sell 100 per cent pure cow ghee. Patanjali has also been informing people that one should consume cow ghee, which is healthy; indirectly helping out the entire cow ghee category.”

The brand has a strong hold in the Western region. It gets its major demand from Maharashtra, Gujarat and Rajasthan. Now, the brand has entered the North market. Shah added, “We have entered North in a very strong way now. North is our focussed market with this campaign.”

Elaborating on its strategy to make itself strong in rural India, Shah said, “We have introduced smaller packs of ghee of 9 ml and 18 ml as the purchase patterns in the rural market is very different and in smaller amounts.

These packs of smaller size were launched last year in November, but the brand’s most of the demand still remains from urban areas.

The Indian dairy industry is divided into the organised and unorganised segments. The organised segment consists of traditional milkmen, vendors and self-consumption at home and the organised segment consists of cooperatives and private dairies. The organised segment is expected to grow at a CAGR of 19.5 per cent between 2015 and 2020, accounting for approximately 25.5 per cent of the Indian dairy industry by 2020.

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