Case Studies

Mental

A case for a scoopful of frosty delight.

Mental has made significant presence in central India as an Ice Cream brand. Accolades and awards asides the brand has made a name itself a niche in the segment across various states in central India and beyond.

Project

  • Brand incubation
  • Brand strategy & positioning
  • Digital marketing
  • Collateral branding
  • Financing & Liasoning
  • Web development
  • App development

Roadblocks

  • Ice cream meant only either the Kulfi's or Kwality walls in the state
  • No brand had sustained in the market thus far selling a bucket full of or even a dollop of iced dessert
  • Lack of online business in the segment and lack of interest amongst the consumers - c'mon who would want to buy an ice-cream from the internet? Much less via an app?! Ridiculous right?

Resolution

  • Quirky branding
  • Quirky name for the brand's -unique brand name to portray the essence of the experience that the company offers
  • Branding was headed by the strategic marketing and creative department
  • A byline to go buy depicting the services as well the user experience
  • A brand strategy for an effective reach among the targeted consumers in Chhattisgarh through strategic digital marketing
  • Event organization
  • Paper ads etc.
  • Creative designing of brand collaterals
  • SEO and SMM
  • Apart from brand strategy, mental was also suggested an assorted menu of flavors that they integrated in their catalogue adding value to the venture and few more ice cream aficionado
  • As an aside liaisoning was done to get a couple of cherished fmcg and catering tenders (Without a shadow of doubt the client was elated).

Result

  • The quirky branding stuck a chord with ice cream lovers across the targeted market
  • Mental, now is a brand that is at par with the best in the country
  • With its unique digital marketing, Mental paved way for similar startups in the state to cinch space in the webspace for better business - rolemodel that this brand has become
  • The website designed for the brand has generated a unique base of customers
  • Government catering tender obtained to distribute icy delights in the railway

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