Background Southern Delights brings high quality traditional savouries from the South to audiences in Delhi and the rest of India.
Problem Haldiram’s is trusted to deliver quality in the product. But because of their presence in namkeens, these could get overlooked, especially by North Indian consumers. As with new products, the aim was to update the offering for the Indian foody youth and families: urbanisers who seek authenticity in modern formats.
Solution Using cues that North Indians would effortlessly associate with Southern traditions, the packs’ deep, rich hues recall the rich silks beloved by the South, and simultaneously cue quality. A mark of assurance is created at the bottom right of the pack, in the shape of a 'kolam' (traditional floor decoration). This would be picked up by Southern audiences as a signal meant for them, making sure that this segment was not overlooked.