Our task was to break the highly cluttered ghee segment in Bengal, which was dominated by market leaders like Jharna, Morton, and Amul. We had to create something exceptional for Annapurna. Hence the campaign "Ghee is Good": to break the myth, highlighting the benefits of ghee and how it can be a healthier replacement for butter. This campaign was widely circulated through both traditional and digital media, and just within 3 years, Annapurna Ghee was established as a leading ghee brand in Bengal, proudly taking its place in consumers’ kitchens.
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