Kutwal’s journey as a brand began in 2003, in Shirur near Pune. Since then it has been a reliable name engaged in the manufacturing of milk, milk by-products, and beverages. Along with this ever-evolving manufacturing plant, Kutwal Foods is equipped with a dedicated team of 100+ skilled professionals who are inept at operating the latest technology. The brand aims to consistently deliver quality in the field of milk and milk products. They are the very first of brands to have launched buttermilk in three interesting flavours.
Being the first to have come up with three different flavours of ‘Taak’ – Masala, Pudina, and Ginger – Kutwal Foods wanted to reach out to the corners of Pune with their new product range. With strong and established competitors already in the ‘Taak’ segment, connecting to masses with three refreshing flavour choices was the challenge.
Since the three differentiating flavours for Kutwal’s buttermilk were the icing on the cake, considering quality already a given with Kutwal, we came up with a positioning line stating the same – ‘Taak Mein Twist’. The idea was to connect to all kinds of age groups, old and young, and convey the fact that consumers have more choices now in the buttermilk segment too!
The strategy was to launch these three flavours of buttermilk in the scorching summer so that every consumer feels like trying one to quench his thirst. We created posters using a 3D illustration of the flavoured buttermilk bottles with elements from the ingredients coming alive. The splash of buttermilk against the cool blue background and real-looking droplets on the bottles were the perfect attention-grabbers for anyone who was tempted for a healthy, cooling drink on the go. We also created a vibrant packaging for the buttermilk bottles. Through the packaging, we distinguished every flavour using a different colour and displayed ingredients that specifically went into making it.
Our strategic brand communication highlighted the brand’s innovation on flavours. The positioning line ‘Taak Mein Twist’ along with the interesting and vibrant 3D design got the product noticed and tasted! The communication language will be remembered and helped differentiate the brand from its other me-too competitors. Kutwal’s Taak earned an impressionable identity of its own and a 22% rise in sales was marked.