Xotik Frujus Private Limited (XFPL), a Mumbai-based beverage company, is rebranding and repositioning its popular jeera brand Jeeru as ‘J.’. The basic plan is to go for an expanded market share of the ethnic beverage market in India.
The “J.” design represents the confident and colourful anarchy of Gen Z and existing customers. The use of six various Indian colours in the product packaging helps give the brand a modern lease of life when paired with clean and bold shapes and is the first time done within the beverage category.
The stark minimalism of form fights with a maximalist colour palette to ensure that heads turn wherever one sees the ‘J.’ on shelves. The idea is to attract ‘dil se desi’ young Indians and at the same time be globally sound.
‘J.’ targets to break into the beverage market dominated by giant multinational beverage companies and change the paradigm. J. retaining the familiar beverage flavour, has been conceptualized and elevated with the added goodness of apples and bottled with that bold, Indian attitude that is ready to take on tomorrow.
According to Anjana Ghosh, CEO, Xotik Frujus Pvt Ltd. comments, with J., they want to completely reinvent the popular jeera masala drink with new age looks and an attitudinal connect with the global India Gen Z or young Indians. With changing consumer habits and the experimental attitude of Indian consumers today, the new design and vibrant six colours are aimed at creating higher brand recall and a sharper identity amongst New India.
“Our consumer insights and thoughts have been instilled interestingly in our creative campaign and brand packaging covering myriad colours, which will be seen for the first time for any beverage brand in India”, added Anjana Ghosh.
The marketing campaign will include strong digital-led communications leading to on-ground activations that drive trials for J., the newest masala soda on the block.
Xotik is known for its innovative ethnic drinks with a twist of masala, and young India is looking out for more than regular flavours like cola, lemon, and orange towards mixes and fusions of flavours and spices. Keeping this in mind, Xotik has created this ‘avante-grande’ experience for its new target audience with J.
Beyond barriers of language, space, and place, J. is a deliberately abbreviated sound that is whole on its own while yet being the beginning of more to come.