Amul Puffles: Taste of India
Challenge
When Amul chose to enter the already-teeming snacks market, it was imperative, to carry forward the brand’s rich legacy. Our objective was to make this transition seamless through its packaging and visual identity, while retaining Amul’s original brand essence, and narrating a vibrant story relatable to Indians. ASK Develop the brand name and impactful packaging for an all-new fun and anytime snacks range, made from puffcorn (extruded corn snack); a first for the Amul portfolio.
Solution
TARGET AUDIENCE The culture of snacking is almost second nature to Indians, and consuming famed regional favourites or picking out packaged snack brands from retail shelves is very common. Our target audience thus comprised of lower to upper middleclass consumers of every age – children, teens and adults, to entire families. One of India’s most influential and trusted brands, Amul needs absolutely no introduction! Responsible for putting India on the global map as the largest producer of milk, Amul today is akin to its famed tag line, the ‘Taste of India’. Yet, as a new product category that deviated from dairy, it was essential that Amul Puffles stand its own ground, in an already overcrowded snacks market. Because of the product’s puffed structure and unique shape, we chose to name the brand Puffles. We sought to bring Puffles to life and tell its story through shapes, patterns and colours. Drawing inspiration from the key ingredients present in each flavour variant, we created geometric patterns of these (of the ingredients). We also came up with the variant names – Cheesy Burst, Tango Tomato, Fiery Peri Peri and Pudina Pataka that reflected the playful and light-hearted personality of the brand. This, we complemented with a suitable BOP story for each variant that also echoed the crunchy sentiment of the snack.
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