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DS Group says make Ksheer a habit, 'Ek acchi aadat'
www.bestmediainfo.com, July 19, 2016



The new ad film, conceptualised by Scarecrow Delhi, uses light-hearted storytelling and tries to convey the message that consuming healthy Ksheer products is a great habit to keep. It is supported by in-store communication that positions a fridge as 'Achhi aadaton ki tijori'
It is difficult to maintain good habits in the daily grind of everyday life. Many strive to cultivate habits like regular exercise, earing good food, getting adequate sleep but a lot of people fail in the endeavour. Keeping this in mind, DS Group's Ksheer, a dairy brand, has launched its new commercial with the tagline 'Ek acchi aadat'.

The brand positioning stems from a universal insight that good habits are hard to keep. Using light-hearted storytelling, the ad establishes Ksheer as one good habit that is easy to keep, every day. The tagline 'Ek achhi aadat' reinforces how consuming healthy Ksheer products is a great habit to have and keep. The campaign is also supported by in-store communication that positions a fridge as 'Achhi aadaton ki tijori'.

The TVC, conceptualised by Scarecrow Delhi, starts with members of a family calling out each other on their bad habits but in a fun manner. The ad then goes on to position Ksheer as the one good habit that is easy to keep and concludes by showing a refrigerator full of Ksheer products or 'Achhi aadaton ki tijori' (treasure trove of good habits). The commercial boasts of an impressive star cast like Harshitaa Bhatt, Jugal Hansraj, Nassar Abdulla and Sujata Kumar. Sunil Kumar Bansal

Speaking about the Ksheer brand Sunil Bansal, Business Head-Dairy, DS Group said, "Milk and milk products are known for their health benefits. Children are always told that milk is good for them. We aim to put milk back in the daily routine of the Indian family as a great habit to follow –'Ek achhi aadat'. The brand 'Ksheer' symbolises the ocean of milk, which represents purity filled with lots of goodness that replenishes health and is a great daily habit to instil."

On the mischievous tonality of storytelling, Manish Bhatt, Founder Director, Scarecrow said, "We experimented with Mehra family's self-admissive-yet-sarcastic statements regarding their various habits, where we establish Ksheer Milk and milk product as an easy-to-keep habit in the backdrop of many of their hard-to-keep good habits and not-so-good ones, which they have patronised in their routine. We have used a storytelling approach where what has been said and what has been shown in the visuals is contradictory — to create intrigue, light humour, sarcasm and chemistry between the family members. The unusual casting in the film is intended to make the film noticeable and memorable in the clutter of FMCG communication on TV. We added a song in the film 'Achhai ko zindagi se lipatne do' to increase the EQ and take-away factor of the film."