Discover how a 1970’s café, a favorite with old-timers, was strategically repositioned on the Digital platform connecting with the next generation Hyderabadi. Famous for its traditional Irani chai and Osmania biscuits—the café is a popular meeting point—a fact that was successfully recreated in the digital media!
Café Niloufer’s customer base were ardent fans of the famous ‘chai’ and Osmania biscuits that had made the Cafe famous. Here the challenge was to make the customer buy more products after ordering the chai, because one cup of chai was not as expensive as a regular coffee. From campaigns dedicated to products, attractive and visible in-store menu displays, and animated films which run in the store, the purchase of packs has gone up dramatically.
What’s more challenging than creating a new brand identity, beginning with the logo. It’s recreating a brand, especially if it has been there since the 1970s.
While retaining the brand colors that had been etched in the customer’s memory, the next generation Cafe Niloufer had to look smarter, trendy, and attractive to woo the new audience. Exactly like our new generation appears to us!
A ‘New’ Positioning Statement - Wahi Sawad, Ek Naya Andaaz
Café Niloufer introduces ‘Emotions’ – a select assortment of delicious biscuits, dry fruits, and sweet treats in a signature gift pack that makes for the ‘ideal gift’ for someone special in your life. A gift that brings smiles!
The Emotions pack was created from the scratch. In the Indian market, where brands like Cadbury’s Celebrations rule the competition, the name of the range of gift packs was very, very crucial to its success. It had to catch the festive mood and yet stand out from the crowd. The name: ‘Emotions’ came up after intensive discussions, chosen over more than fifty other names!
The packaging range was an innovation with its new shapes and designs that would baffle many professionals including packaging companies who go by the rulebook favoring the ‘brick’. Remember, the packaging contained biscuits and other eatables that were delicate! Yes, beauty and strength went hand in hand.
The ‘Emotions’ range was launched with a powerful campaign that included social media and traditional media. The messages were touching and established a strong emotional connect with customer.