Brief:
To create a multi-media campaign for Zantye Goan Cashew Nuts.
Background:
Background:
Zantye's Cashews are famous and well-received, but only in Goa. Zantye now wants to expand outside the state (even though, Zantye exports its cashews abroad) and create a market for itself in India.
Challenge:
According to my research, there is little scope of a cashew brand penetrating the market where the Target Group (middle-aged women) prefer to buy cashews from their trusted local (kirana) store, where-from they have been buying cashews since forever.
According to my research, there is little scope of a cashew brand penetrating the market where the Target Group (middle-aged women) prefer to buy cashews from their trusted local (kirana) store, where-from they have been buying cashews since forever.
Idea:
Indicate the advantages of Zantye as the most trusted brand that comes from Goa- the land which is known to produce the best cashews in the world.
To push forth the idea that one hasn't tasted a cashew, if they have not tried a Zantye yet. To reiterate that cashews from Goa are in fact, the real deal.
Execution idea:
Hard selling. The launch of a premium, reputed brand in the many cities of India.
Indicate the advantages of Zantye as the most trusted brand that comes from Goa- the land which is known to produce the best cashews in the world.
To push forth the idea that one hasn't tasted a cashew, if they have not tried a Zantye yet. To reiterate that cashews from Goa are in fact, the real deal.
Execution idea:
Hard selling. The launch of a premium, reputed brand in the many cities of India.
Media:
Print ads, television commercial, outdoor.
Print ads, television commercial, outdoor.
