Overview

Satisfying chiwda cravings since 1945, LaxmiNarayan Best Chiwda is a popular provider of savoury snacks in the FMCG sector. Having been around for decades, the people of Pune and across the world have established a strong emotional bond with the company.

In recent years, the company got split into Babus LaxmiNarayan Best Chiwda and Sitashree LaxmiNarayan Best Chiwda. Following the separation, Babus LaxmiNarayan Best Chiwda partnered with Whitedot Adverts to stand apart from other companies in the sector using multiple marketing channels.

Objective

While continuing the legacy set since the start, Babus LaxmiNarayan Best Chiwda also aimed at fleshing out its characteristics - this move would define its brand in detail. To allow their new brand perception to appeal to a wider audience, Whitedot Adverts created an integrated approach to reposition their brand.

Brand

Babus LaxmiNarayan Best Chiwda | OOH, Vehicle Branding, Merchandising, Web Development (E-commerce), Social Media Marketing (SMM), SEO Strategy.

Brand Positioning

Keeping people's perceptions in mind, the integrated approach aimed at capturing the audience's attention using nostalgia. As the company wanted to convey that they are carrying forward their legacy, the route to evoke nostalgia appeared as a perfect fit for this. Starting with a sense of nostalgia would also help audiences understand the evolution of the brand's image. This approach proved fruitful when the communication branched from nostalgia to contemporary humour. Ultimately, Babus LaxmiNarayan Best Chiwda positioned itself as a brand evolving with the times but never changing the characteristics that its consumers loved.

Target Audience

As multiple generations are no strangers to this company's mouthwatering flavours, its target audience spans decades. While this brand can be contemporary for some, others may see it as a source of nostalgia.

Conclusion

The strategy behind this integrated approach proved successful as the audience's understood and responded favourably to the company's rebranding. The effort to make Babus popular concerning chiwda managed to make its impact, and the awareness for the same continues to grow.