We branded the age-old recipe in a reimagined form for the millennials. Our research first approach gave us deep insights into our target market’s minds. We understood their existing perceptions about Kadha and their apprehensions about consuming it in a never seen before form.
Given that nostalgia was a big part of our brand, we surely wanted to make the association with grandma in the name, we went through a few options, however, given the pan India presence of the brand we zeroed in on Grandma’s Kadha.
Based on our findings, established the brand strategy, story, identity, supporting brand language and brand communication for Grandma’s Kādhā.