Agency: Rubecon Communications
Art: Alexander Zachariah & Priyanka Krishnasamy
Copy: Sajan Prathap Singh & Vishal Sudhir
Brand Managers: K.Muralidaran & Aadhith Ganpath
Artworker: Kalpana Sivakumar
Retoucher: Dhayalan K., Kalpana Sivakumar
Project Type: Produced
Client: HAP Daily
Product Launch Location: India
Packaging Contents: Kulfi
Kulfi (or Quilfi), traces its origins back to the 16th century Mughal Empire. Often described as ‘India’s version of the ice cream bar’, Kulfi has seen a meteoric rise in popularity over the last few years, with specialized parlours opening up in major cities across the country. What was once considered a ‘vintage’ delicacy is fast turning into a firm favourite among youngsters.
HAP Daily’s brand of Kulfi aims to tap into this thriving yet nascent market. And how do we do it? By tapping into the rich history of the product, but also, adding a fun spin to it. So, we set the product against a Mughal architecture-inspired frame, while the ‘blast’ of ingredients showcases the fun, young side of the brand.
What we’re going for is a ‘Tradition meets Fun, Mughal Empire meets Modern Times’ kind of story, giving the young crowd a product they can take pride in and connect with.