Asian Health & Nutri Foods Ltd has appointed Mudra Chennai to handle the creative duties for its Jeyyam brand of dals. Having gained consumer acceptance, the brand is now poised for a greater leap.
Commenting on the account win, Radhakrishnan, Executive Vice-President, Mudra South, said, “The agency recognised the task of conversion from commodity to brand and has shared strategic views on it. The challenge really is to leapfrog volumes in the branded space and creatively we were able to take this forward. It is going to be a good brand building exercise.”
Ramesh Bharat, Executive Director, Marketing, Asian Health & Nutri Foods Ltd, said, “Dal or vegetable protein is the most important source of nutrition for Indians. While milk and milk proteins have seen wonderful transformation into a whole array of products like butter, cheese, cheese spread, curd, ice-cream, flavoured milk, etc., dals have not been exploited to create any value added products. De-commoditisation of dals and development of value added products from dals is our top-most priority.”
Jagdish Acharya, Executive Creative Director, Mudra South, said, “The challenge here is to build a brand out of what is literally a commodity. Trust, therefore, is the real differentiator. Uniqueness of the brand/product/promise is merely a means to this end.”
Asian Health & Nutri Foods Ltd, a Tamil Nadu based pulses company, had launched Jeyyam brand of dals in 2003. An array of urad, moong and fried grams are lined up for launch, each one providing a clear product benefit.