CLIENT
Engro Food Ltd.
Muhammad Rameez Jahangir, Brand Manager
Haseeb Ur Rahman, Marketing Director
Maha Kausar, General Manager – Taste Enhancement and Indulgence Category
AGENCY
Awais Iqbal, ECD
Bilal Alvi, Creative Director
Urooj Ahmad, Acct Director, Digital
Maryam Tajalli, Senior Strategy Associate
Zeeshan Jilani, Creative Director, Concept & Copy
Saad Shamim, Sr. Art Director
Sajid Abbas, Creative Manager
Ayesha Farid Zain, Strategy Director
Haris Nasir, Sr. Visualiser
Ali Malik, Associate Strategy Director
Abdul Qayum, Group head, Design
Ibrahim Baloch, Business Director
Zain Qadeer, Senior Graphic Designer
Muhammad Sami, Sr. Account Manager
Starcom Pakistan
SUMMARY
Till 2015 Tarang was Pakistan’s largest dairy brand and contributed around 50% of Engro Foods’ topline. But recurring product quality issues and growing competition resulted in mass consumer lapsing, causing a 42% market-share loss over two years.
To recover a declining consumer base, the entire marketing mix had to be revamped. A new product, packaging and 360-degree campaign was launched to drive the message, ‘Tarang makes tea so delicious that it makes your heart want to dance’.
The campaign significantly outperformed industry norms, Tarang regaining 88% volumes and 3% market-share.
