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  Branding - Amrutanjan Case study  
     
 
   
Revelation of Amrutanjan
 
Result after Shining’s intervention: The repositioned Amrutanjan
was launched in 2011. Within 6 months of launch it has shown 25% growth.
 
Disruptive change
Amrutanjan Kicks-out pain range
 
Relief product range
 
Background: Amrutanjan is India’s inventor of external remedy for pain since 1893. It’s an outstanding heritage brand that at least 80% Indians know. Amrutanjan was known as a single category whereas its brand power had the potential to become a big mega brand. A new strategy was required to make the brand contemporary and expand the category. Amrutanjan gave us a comprehensive project, from R&D to marketing, branding, structural packaging, retail activation strategy and execution upto advertising communication.   Amrutanjan PainBalm
 
The past
Amrutanjan past products
 
Our insight finding from the market: Aside from high brand awareness, Amrutanjan products have outstanding value being the blend of science and nature, and are totally non-harming with no side effects on application. So the brand’s potential to stretch to other categories was enormous.
 
New strategy: We repositioned Amrutanjan brand to connect to the modern digital technology world and to young consumers. We created a brand architecture which empowers each category with its defined benefit.

Even with the same brand, we created two distinct differentiations in the market for the trade by calling them Pain management and Congestion management instead of clubbing them as rubeficient category as recognized by the market.

The central theme we created for Amrutanjan is “Pure Healthy Essence.” The two category definitions are “Kick Out Pain” for Pain management and “Relief” for Congestion management.
 
Amrutanjan Kickout Relief
  Pain management
segment Amrutanjan
as flagship category
  Congestion
management
segment with
Relief as
category
branding& benefit.
Amrutanjan as
the anchor of authenticity
 
Brand architecture, execution and packaging design for 2 different segments, Pain and Congestion management
 
Pain management has four products that are very clear on their benefit and tone and manner.
 
Pain Management category positioning: Kick Out Pain
 
Amrutanjan Faster Relaxation balm Roll-on Faster Relaxation Amrutanjan Speedy relaxation Amrutanjan Quick relaxation
For Headache
at home
Faster relaxation
from headache on
the move
Speedy relaxation
from pain in or out
of home
Quick relaxation
from sprains
 
Congestion management has two major product lines, one for children and the other for adults.
 
Congestion Management category positioning & branding: Relief
       
  Aaah! Relief Wuhoo! Relief  
  Aaah! Relief
(Use regular quantity for adults)
Wuhoo! Relief
(Use small quantity for children)
 
 
Our execution of advertising communication for 5 categories
Roll-on ad Balm massage ad Body Pain Creme ad Joint Muscle Spray Relief ad
Click on the above image and view the commercials
 
Inventive structural packaging to change brand perception:
The Congestion management market is driven with old fashioned structural packaging in different formats like an outdated jar to a small box container which is very difficult to open.
  Structural packaging
In contract, we created designs that have displaced the old fashioned character of the market. The sleek structural packaging for the adult product Aaah! Relief, looks like a sophisticated jar of cream, very different from the mundane, cylindrical medical containers competitors use. Its differentiation is highlighted for maximum retail shelf impact
 
Innovative marketing to increase the category engagement: As these are low consumer involvement categories, we had to find a way to increase involvement in them. We created multiple designs for the Pain management product “Roll-On” as an on-the-move headache solution to break the monotony of balm and targeted it for the youth. Similarly in Congestion Management, we factored in consumer age for the first time in the category. We created multiple designs in the children’s category calling it “Wuhoo! Relief” and distinguished it from the adult application which we named“Aaah! Relief.”
 
Innovative marketing to increase the category engagement
 
High quality strategy & execution for retail activation collaterals:
With high emphasis on retail activation, we designed retail collaterals in such a way that the brand creates a huge impact either for the shelf or for the counter.
 
Relief Dispenser Display for entire range products
Consumer friendly product display for
the new children’s category makes it
distinctive at the retail
The display for entire range is differentiated
as Pain and Congestion through the 2
category colours of green and aquamarine
 
Sleek structural packaging
 
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