Oyalo
Oyalo, a frozen food brand of Hatsun, one of the largest private dairies in India was being launched across the Hatsun Distribution Centers.
Challenge
Hatsun was entering into a new territory of frozen foods. Having built great supply chain capabilities across dairy cold chain distribution, Hatsun wanted to leverage their strong suite and built a brand of ready-to-eat food. Having used to eating hot food, Indian consumers don’t readily trust a frozen food brand and view frozen food with scepticism.
Hatsun was entering into a new territory of frozen foods. Having built great supply chain capabilities across dairy cold chain distribution, Hatsun wanted to leverage their strong suite and built a brand of ready-to-eat food. Having used to eating hot food, Indian consumers don’t readily trust a frozen food brand and view frozen food with scepticism.
Solution
We started with the positioning of the brand, developing strategies to circumvent the scepticism and finally create a name, branding and the go-to-market strategy.
We started with the positioning of the brand, developing strategies to circumvent the scepticism and finally create a name, branding and the go-to-market strategy.
BRANDING
- One MG was tasked with creating a brand name for Oyalo which should, in line with Hatsun’s naming ideology, be catchy and easy to remember while having no meaning in 5 Indian and international languages.
- Focus Group Discussions were conducted to the gauge the popularity of the brand names we came up with where Oyalo emerged a clear winner.
- The brand identity of Oyalo was depicted through a leaf illustrated in a steamy silhouette, forming a wing, suggestive of the main 3 aspects of Oyalo – Hot, Quick, Vegetarian Food.
PACKAGING
- The packaging for Oyalo was designed for multiple variants, their frozen snacks and chilled ready to eat food. Multiple factors had to be kept in mind while designing it:
- Attention grabbing graphics
- Attention grabbing graphics
- The amount of storage space it occupied
- Overall cost and ease of manufacturing the packaging.
BTL COLLATERALS
The go - to - market campaign for Oyalo began with multiple BTL activations across stores, apartments, residential colonies and public parks.
Executed as a bilingual campaign (Tamil and English) to appeal to both the masses and classes, the communication was largely centred around convenience and health.
