Adani Wilmar decided to enter into the personal care category with Alife soap. Having already handled their other creatives, we were tasked with creating the brand communication and packaging design. The problem? Positioning the brand as a leading one in the country.
Here’s how we approached it:
Leverage celebrity endorsement for creating brand awareness.
Create a fresh-faced packaging design that reflects the brand’s vision.
For communication, we came up with “Khoobsurati Har Din” which stood the test of market research and initially, the product was launched in smaller towns of select states in India. The product placement in terms of both the price and communication was very well appreciated and received. We took on board Bhoomi Pednekar as brand ambassador, and made a TVC that sits at the centre of the brand campaign. With a focus on beauty, we centralised the visual along the colour yellow, tying it with the garden-themed palette that we used for the packaging design.