A series of customer interactions confirmed that the connotation of the word ‘Indus’ was not common knowledge. The unavailability of the brand in India also seemed to cause a lack of trust about its history. These insights led us to the formation of a key brand promise – the experience of the ‘authentic taste of heritage’. Glorifying the legacy of the brand and the rice it sourced became the basis for a new visual language and tone of voice. A uniquely crafted ancient gold seal was devised as a brand mark and visual hook. With packaging as the main focus, essential storytelling elements were carefully created, assessed and applied across all forms of communication. The compelling story on the packaging infused with simple yet effective design cues received glowing feedback.

The specially crafted gold seal was seen as a mark of heritage & authenticity. And the new brand mix, from packaging design to launch collaterals, enabled GSIV to be perceived as a time-tested and sought after brand well-equipped to cater to a modern audience. The Neon Project worked with the brand team to devise an effective communication framework for the trade launch of GSIV. Adopting a novel approach, we educated traders about the brand thought and product promise before they stocked the product in their shops. An exclusive miniature ‘biryani handi’ and a story-teller collateral was designed and given as souvenirs to all the launch invitees.