25 years back, Craze was one of the most popular biscuit brands in India. When AZCCO Global group wanted to venture into the FMCG industry, especially in biscuits, they came to us for an overall marketing strategy
Giving The Craze, Push
Our challenge lies in connecting the brand with the target audience and capturing a sizable market share of the biscuit industry. And to do so we began by separating our target audience into 2 types of audiences: the older group who remember the brand, and the young crowd who are yet to discover the brand.
For the older target audience we brought back the iconic jingle composed by A.R. Rahman. This connected the older crowd with a very nostalgic emotion towards the brand and helped themselves to it.
For the young crowd, we recomposed the old nostalgic song and collaborated with social media influencers to connect with the new young crowd
Along with this, we also hired a dance choreographer to build our own Craze dance move which we promoted across media as a campaign
This further led to bringing more brand visibility for the brand via sponsorships for programs like the famous Asianet Dancing Stars