Ganesh Bhel is an Indian snacks’ producer based in Pune, Maharashtra. Our initial assignment was to redesign their packaging. However, impressed with our approach, conceptualisation and design, the company decided to go for a complete facelift. What began as a brief affair, became a long-term relationship!
The challenge was to create a brand image that would appeal to Indians living abroad. So the positioning was not to be like that of a typical international brand with a tight upper lip. It had to retain the Indian flavour and essence.
The colour selected was a bright, warm orange and the language barrier of ‘only Marathi’ was also broken. The international symbol and English logo made it more accessible. Dealers in UK reported that the sales had risen significantly after the exercise.
The brand also gained confidence locally. An exclusive branding helped them grow out malicious competition like imposters also claiming the same brand name. An idea like collaborating with bottled water brands made them safe for Monsoons also. Our relationship with them is such that we never have to pay for the snacks!