RSPL Group is a diversified conglomerate committed to value for money propositions and credited with several innovations over the last 3 decades with a strong presence in fabric, personal and home care products.
Group’s dairy business, Namaste India has grown to be much loved brand, processing about 9 Lac litres of milk a day. It has a slew of dairy products in its portfolio from milk to curd, butter, paneer, sweets, lassi etc.
Pineapple was mandated to create a revamped packaging for the flagship product of Namaste India.
Talking about its TG (target group), Namaste India caters to the crowd who identify themselves as the ‘Desi Indians’ if not ‘Desi Bharat’.
This discerning buyer identifies the quality of full milk with the thickness of its malai/cream. Associations of quality are highly intertwined with this textural aspect.
No wonder, the new packaging retained the brand promise of ‘garha maja’ – an element of fun & joy to the consumption & assessment of milk.
A small but prominent communication on the pack reassured the regular buyer that the brand essence and much loved qualities remain the same while the packaging has evolved for a more self confident stance.
The hook in terms of visual design is the strip of illustrations that run through the bottom half of the packaging. The brand name, visual strip and the tagline all work in unison to reinforce the hyperlocal association of the Indian hinterlands with the brand and the user.
This was done to make it clear on who it’s going for and more importantly who it isn’t. The same strip allows for tangible variations, be it the tagline or the visuals, as per different variants.
The packaging design led the way for the communication to follow
