Bringing back lapsed users of UHT from loose milk.
Strong beliefs around the UHT & STC category regarding health, processes & the use of these products.
Debunk myths and share the Tarang narrative with audiences in an unbranded and unbiased method. Using multiple communication touchpoints (TV, Social Media) & use of influencers and certified individuals to disseminate accurate information. Creation of shows on TV (taking audience through a visual journey of the process) and posts on Facebook to dilute the impact of the negative information being presented. Content seeding on digital.
8 unbranded category discussions on TV
5 content pieces on local digital platforms
1 documentary and specialized show on the process
Successfully converted social sentiment towards category