Ganesh Ghee
A new positioning for growth and differentiation.
Ganesh Ghee & Gingelly Oil is one of the fastest-growing FMCG companies in Southern part of Tamilnadu. Experiencing steady growth and needing to differentiate from national brands, they approached Banyan Brand Communication to create a unique look to the brand.
Background / Challenge
Ganesh Ghee & Gingelly Oil is one of the fastest-growing FMCG companies in Southern part of Tamilnadu. Experiencing steady growth and needing to differentiate from national brands, they approached Banyan Brand Communication to create a unique look to the brand. For over 40 years, the brand has maintained the colour theme of Green and yellow for all their packaging and marketing promotions with the idol of Lord Ganesha. The design which they use for over 30 years needed a complete makeover to face the competition from mega brands and of course, to attract the modern customers. The logo and packaging should bring confidence and positivity in the potential customer,s mind with feel good factor.
- Existing brand name "Ganesh Brand Agmark Ghee" is too lengthy
- The brand did not have a slogan
- Major focus has been given to the Ganesha idol and so the focus for the "nature of product" has got diluted. In fact, it gives a feel of a spiritual or pooja product.
- The colors and Ganesha idol can not be altered because it was well positioned in the customer's mind for more than 30 years.
Strategic Insight
We began the design work by crafting a winning business strategy after having internal brain storming sessions. Our approach was clear and focused. The idea centered around three points:
- Building an identity without altering the existing colors and Lord Ganesha's idol
- Make it simple; but to differentiate the outlook of the brand to give more modern feel.
- To be appealing to induce impulse purchase when placing it in super markets or stores.
Scope of Work
- Brand Research
- Brand Strategy
- Brand Design
- Point of Sale Promos
- Advertising
