How do Challenger(insurgent) brands disrupt?

In 2017, Fortune known by its flagship edible oils range was extended to the adjacent Atta(Wheat flour) Category.

– Strategy. Distinctiveness vs Differentiation.
The Atta category is segmented on the product platforms of Chakki atta, premium priced Superior taste Sharbati atta, Multigrain atta, Diabetic friendly atta, Organic atta etc.

Rather than targeting a niche segment, it was decided to operate in the heart of the Category and take the Dominant Leader head on. Here, we needed a distinctive category play vs the Leader.

– Identify your source of business.
Branded atta has only 15-20% penetration with huge headroom for growth. It was decided to upgrade unbranded users to our offering.

This meant driving Trials among unbranded users- easier to convert vs well entrenched leader Brand users.

This segment needed reassurance on Purity so a 100% atta, 0% maida, Claim was integrated on Pack.

– Product.
The product developed was designed to beat the leader in blind testing.

– Proposition. Can you reimagine the proof points of quality?
The proof point of quality in the category is- great tasting rotis. With the leader having a lock on it, the central benefit of taste of ‘Roti’ was repurposed on the dimension of ‘Softness’ with the proposition- Soft roti kaa vaada. A soft roti also cues great taste- It is just another manifestation of Taste.

This ensures a distinctive proposition, leading to Well branded Communication. Else, consumers will see your ad and misattribute it to the Leader. Misattribution is further multiplied when advertising tends to mirror a generic Category approach.

– Communication. [Engaging, Persuasive, Distinctive, Single minded, Driving New News.]
Rode on the Insight- Soft roti can melt the hardest person, aka a tough disciplined army man. The execution employed a humourous slice of life setting, with the drama on Softening of a tough/hard nosed character. This softening was driven by the product. This placed the brand at the heart of the Narrative.

The Narrative also employed a twist in the end amplifying Akshay Sir’s superb comic timing, driving engagement and creating rewatch value.

This ensures an ad which was not just loved, but which sold as well.

– Digital promotion.
Performance Marketing on E Commerce platforms allows you to target those considering Leader brand purchase at the moment of truth.

To see the ad: