Parag Dairy was a regional dairy player that was focused on providing milk and ghee (clarified butter) to the western India market. In 2007, Parag Dairy decided to set up one of Asia’s largest and most advanced cheese plants, in order to expand its footprint pan-India with a slew of new and innovative dairy products that were to be launched. The company turned to Scion to establish itself as a strong branded FMCG player and occupy a dominant place for itself in the fast emerging cheese segment.
We created the brand architecture and positioning, developed the brand strategy and designed innovative packaging solutions for the range of products.
Scion developed the brand name GO, logo and visual identity capturing the brand’s core values “ Enjoyment of activity”. Targeted at the young, trendy and western-oriented Indian, GO packaging and communication expressed the company’s devotion to quality, innovation and passion for authenticity.
Scion has worked with the brand team in developing go-to-market strategies, advertising and promotions in order to occupy the dinner tables and on-the-go snacking habits of an increasingly health conscious and affluent Indian consumer base -transforming the company from a regional commodity player to a multi-brand company with clearly segmented brands and product offerings.
GO has challenged the well-entrenched dairy players in India, and is today the largest Indian private sector dairy player. It’s currently sold in over 10,000 stores across India.
Scion continues to provide strategic advice, design and creative communications to the brand as it expands into new markets and launches new products.