About the
Project
Objectives
Uttam Sugar as a brand stayed in the commodity market segment for years. Their attempts to enter the branded product market came with several challenges. First it was the packaging, followed by distribution challenges and visibility on the store shelves. Next came the branding challenges and moving up the ladder of a desirable driven brand that was preferred by the consumers. Uttam created its USP in its production which was absolutely modern and untouched by human hands. However, the challenge was to communicate the brand values given the circumstances were not conducive to go mass media
Strategy
1. Analyse the brand’s product portfolio and devise the branding strategy that would be help Uttam move up the ladder - Brown Sugar and other premium products to build image and create recall
2. Devise a strategy that would take the brand on to the social media platform to become a serious contender among competition – shift from white sugar to brown
3. Improve the packaging of some of the existing brands
4. Launch Gur in the up-end market which was preferring more natural sweeteners
Execution
Brown Sugar was the sweetener of choice among the new gen users. Hence Uttam Brown social media was launched on Valentine’s Day and it ran for several months on the theme of romantic relationship: We’re inseparable. This campaign was visible on Instagram and Facebook. This campaign was followed up with a social media presence for White Sugar: Sweet Spot of Life. Apart from posts Uttam was promoted with aggressive Influencer campaign with regular users who used Uttam products and uploaded videos of their prepared food items like cakes, desserts, drinks etc. The brand achieved huge engagement during the campaign and the following jumped several fold within a short period of time.
