Linking Heritage

Strategic experts Landor Mumbai uses smart tools and global resources to design for the future. Across industries and categories, products and services, continents and cultures, they partner with clients to build brands that stand for something.

Working closely with the Mother Dairy brand, Landor re-created their range of Dahi (Curd) to attract the Indian market while retaining their existing customers and bringing in a newer lot; the key to this successful repositioning was to strike the perfect balance between the two.

After a market research, Landor Mumbai learned that the Indian market connected with brands that offered authenticity and were linked to their heritage. Banking on this thought process, they communicated the core benefit as well as the story of the product. Each pack design distinctly communicates the consumer benefit in a very unique way, yet seamlessly links back to the spirit of the Mother Dairy brand. The various packaging represents the traditional craft of ‘Dahi-making’ transporting the consumers to happy childhood memories.