dabur real

Dabur Real Volo by Wow Design

What is WOW Design?
WOW Design is a Strategic Brand Design firm which has been the strength behind some of the major Brand Launches and Revamps in the country, and has been growing steadily under the able leadership of the powerful trio: Deepti Kshirsagar, Saswata Das and Saiprasad Karalkar. While it was Deepti’s brainchild fueled with creativity, it was Saswata who brought in majority of the clients and Sai who got in the best of talent, which helped lay down the strong foundations of the company. Each one of them has brought in the best industry expertise and experience to form a strategically strong, creatively fresh and technically perfect team. WOW Design, a private limited entity with a strength of approximately 40 employees, has won over the trust of its esteemed clients by its Thoughtfully Fresh approach. It’s known in the industry for its expertise in Brand Strategy, Visual Identity, Packaging, Retail and Space Design. WOW Design has been associated with the top FMCG majors in INDIA and International wiz:
JK Helen Curtis
Cavin Kare
Berger Paints
JYOTI Laboratories etc. to name a few. WOW design has been successful in implementing effective brand strategies in the NON – FMCG sectors in as well and has robust plans to extend its expertise into tapping the same in the coming years.

What was the brief given by Dabur?
The client’s brief was to extend the fruit equity of Real to the fizz category and target a new TG which was not directly being targeted by Real – the youth. It had to appeal to the target group including Males & Females, SEC A within the age group of 22-25 years living in the metro cities.

The TG looks for a drink with aspirational value and they consume the beverage as a mood enhancer, which helps them break from the monotonicity to elevate their mood. They have graduated from the Carbonated Soft Drink usage and need the fun of fizz in their drink along with tangible benefits. It is the format of the drink that is fruit & fizz which is a new appealing proposition that they want to try, also the variants is a trigger for usage due to the taste perception & exoticness of the berries.

This is a drink that gives the consumer a new tasty option of a fizzy drink with the goodness of fruits, an exotic treat that uplifts their mood. The core reason to believe was an offering with exotic fruits with the excitement of fizz from the house of Real.