Sab Bite Mein Balance

Abstract

Tirupati brand of edible oil was flagship brand of the N.K.Proteins Ltd. The company had launched series of advertisement  campaigns  on  health platform which  was  very  successful  in  terms  of  brand  recall. Afterwards, series  of  next  campaign  was  launched on  the  health  and  taste  platform which  was  also successful  in registering  the  name  of  the  brand
“Tirupati”  in  minds  of  consumers.  The  case describes the advertisement strategies for commodity branding.  On  the  other  hand  it  also  elucidate dilemma of One Advertisement and Communication Services  Ltd  regarding how  to  differentiate  Tirupati brand of oil from “me-too” kind of edible oils which were  positioned  on  the  same  platform  of  health  and taste.