In Surat, it is a common tradition for people to offer “Penda” (પેંડા) during Prasad and other sacred practices. This cultural habit makes Penda not just a sweet, but a symbol of devotion and purity. The campaign’s key objective was to tap into this deep-rooted practice and position Madhvi Dairy as the first and most trusted choice for “Penda” in Surat. By announcing the launch of Madhvi Dairy’s new outlet at Gauravpath Pal, Surat, the campaign aimed to: Build Awareness: Ensure maximum visibility for the new outlet among the local audience. Create Cultural Connect: Reinforce the idea that whenever families think of Prasad Penda, their first choice should naturally be Madhvi Dairy. Through this approach, the campaign combined brand awareness with cultural positioning, making Madhvi Dairy not just a dairy brand but a part of Surat’s religious and traditional practices.
The campaign was built on a simple cultural insight: In Surat, “Penda” is not just a sweet it holds emotional and religious value, being an integral part of Prasad and sacred practices. Families naturally associate purity and trust with the choice of Penda for these occasions. The core idea, therefore, was to position Madhvi Dairy as the first and most trusted brand for Penda, aligning the product with tradition, devotion, and everyday cultural rituals. By connecting the launch of the new outlet at Gauravpath Pal with this insight, the campaign ensured both awareness and relevance in the audience’s daily lives.
The campaign was primarily targeted towards families and individuals in Surat who regularly purchase sweets. And As the new outlet was opened in Pal, Adajan so Broadly, We Helped Madhvi Dairy to Target the almost whole Pal Adajan area with our Prime & Strategically backlit Hoardings. [Hoarding Location- TGB Hotel, Adajan & Second Location- Rio Empire, Adajan].
Other: Outdoor Hoardings Media
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The campaign successfully created awareness and cultural recall for Madhvi Dairy’s new outlet at Gauravpath Pal, Surat. By aligning with the city’s tradition of offering Penda in Prasad and sacred practices, the brand was able to: Increase Awareness: Local residents became aware of the new outlet’s presence and offerings. Strengthen Brand Positioning: Established Madhvi Dairy as the first choice for Prasad Penda in the minds of the audience. Drive Footfall & Sales: The campaign generated higher walk-ins and purchase intent for Penda and other dairy products. Enhance Brand Recognition: Created a cultural connect, giving Madhvi Dairy credibility as a trusted name for purity and tradition in Surat. Overall, the campaign not only introduced the new outlet but also deepened the brand’s emotional association with trust, purity, and tradition.
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Mr. Avinash Sharma Founder of The Company (Goonj Advertising & FirstChoice Advertising)
