Amul launches its packaged juice brand ‘Amul TRU’
A
mul, India’s largest dairy brand enters the packaged
food juices segment by launching ‘Tru’ in collaboration
with Almond Branding for the end to end brand building,
packaging design and communication design. Under the
new Brand ‘Tru’, Amul, a pioneer in the dairy products and
synonymous with “Taste of India” now introduces fruit juices
in four flavours – Mango, Orange, Apple and Lychee and is
priced at Rs.10 for a 200ml bottle.
Almond Branding used its proprietary Brand
Nomenclature tools to come up with a number of Brand
Names that can go well with the category and appeal to
the new age consumer. Within no time, a new brand under
Amul’s stable was born, called TRU. The name goes well
with the ethos of the brand Amul of being ‘superior quality’
and ‘trustworthy’.
The packaging and design of any product should communicate
its brand story hence Almond Branding recommended Amul
to have transparent labels to the PET bottles where the fruit
beverage inside can be flaunted. The design language of the
brand was kept simple yet catchy to attract the attention of
consumers from across SECs.
Mr Saswata Das, Founder Director, Almond Branding said,
“The fruit beverage market is already cluttered with a
plethora of players. We had to make Amul’s entry eventful so
that it quickly wins the hearts of consumers. The Brand Name
we coined does just that. The Brand name TRU is short,
catchy, easy to recall, easily extendable and also has a good
sound value. Surprisingly, there was no brief from Amul’s
end except that they sent us the actual product samples and
left the onus completely on us to create a brand around it.
That was the best challenge thrown at us! Sipping over these
juices, the team at Almond would brainstorm for hours to
identify the Big Idea and the core thought for the new Brand
being created. The best part of working with Amul – they
treat us like equal partners in brand development. They lay
trust in our expertise in the Branding & Design arena and
show full faith to go with our suggestions and design solutions
proposed. We truly get to work on it as our own brand – like
real brand custodians.”
Almond Branding has been associated with Amul for over
almost a decade now. Almond has been the force behind all
major beverage launches last year like Amul Kadhai Doodh,
Haldi Doodh, Gur Doodh and Amul Milkshakes. Almond
had also been the strategic branding & design partner for
Amul’s foray into mocktails with Amul Irish Drink and Amul
Pina Colada.
The new areas include Gujarat, Maharashtra,
Karnataka, Telangana, Andhra Pradesh, Tamil Nadu, Kerala,
and union territories of Puducherry, Dadra and Nagar
Haveli, Daman & Diu, Lakshadweep, and Andaman &
Nicobar Islands.
The CCI also tweeted in a separate tweet that it approves
the acquisition of preference shares of Delhivery Private
Limited by Deli CMF Pte. Limited.
According to a notice, the deal is for the acquisition of over
63,500 compulsorily convertible preference shares after
which the holding of Deli CMF in Delhivery will become
4.51 percent from the current 4.76 percent.
Drink Asia
11
March-April 2019