Some details
Background
Vijaya Dairy was perceived as a less modern brand with very little brand awareness and zero engagement across digital media. People were not even aware of the different products that Vijaya has to offer apart from milk. It was only considered to be a brand for rural areas, due to the lack of awareness of taste and quality.
Brand
Established in 1960, Vijaya is a part of everyday life. Dairy is the purest and healthiest source of various nutrients. Hence, Vijaya aims to deliver the goodness of life in its best form.
The journey of Vijaya begins with the care and nutrition given to the dairy animals. Furthermore, to ensure the prime quality, they go through numerous tests.
Across 50+ dairy products are produced on a regular basis which is delivered to households by different distributors across the state.
Objective
To establish Vijaya Dairy as a household name not just in the rural world but in the contemporary areas too. To build an identity across social platforms, establish a presence across platforms and garner audience and attention towards the brand. To build awareness for other products of Vijaya and play around its quality and taste.
Our Approach
It all began with understanding the target audience, what they look for and why? Understanding the competitive space, what is it that they are doing to hold up their customers. How is the communication like and what does it take. After a thorough research and analysis of the TG, their profiles, the competitor space and the current market trend, we came up with a Creative Communication plan majorly focusing on building a presence, spreading awareness and publishing engaging content across the platforms to keep our users hooked.
User profiles:
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Households: It includes unmarried audience, parents, children, grandparents, and any other individual who buy milk and milk products for immediate consumption. They usually buy milk and milk products on a daily basis and in small quantities
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Shopkeepers: Here we included individual shopkeepers, kirana stores, shops who buy dairy products in bulk and for varied periods depending on the product durability. It is generally for resale purpose.
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Corporates: It includes company offices who may buy the product in bulk for their in house consumption. These include in-house cafeterias, kiosks, vending machines etc. The purchases are often made on a daily basis.
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Hotels: Here we included small scale individual restaurants, restaurant chains, stores and hotels. They purchase milk and milk products in bulk and on a daily basis for indirect consumption.
Based on our understanding of Vijaya Dairy and its offerings we figured 5 main touchpoints that Vijaya Dairy stands for. This was showcased through our creatives and content pushed on social platforms to a targeted user base that was a sure shot giver across Facebook, Instagram &, Twitter.
