Communication Concept Evaluation for a Premium Ghee Category
Need
In the evolving premium ghee category, a leading brand partnered with Blue Caterpillars to fine-tune its positioning in South India particularly in Kochi and Chennai, where strong regional loyalties shape consumer preferences.
The objective was to evaluate a set of new communication concepts on parameters like appeal, relevance, uniqueness, credibility, and persuasion, especially among health-conscious, quality-seeking users.
Approach
We conducted six mini group discussions across Kochi and Chennai with married women (ages 30-45, NCCS A) who regularly use premium ghee brands. The groups included both existing brand users and loyalists of key competitors. Participants engaged with various concept routes in a guided setting, allowing us to explore their emotional and cultural responses and whether these narratives could influence brand consideration or switch behavior.
Outcome
We discovered that consumers across both markets shared clear expectations around colour, aroma, texture, and a belief in Ghee’s health value when it feels “pure and right.” We have also found that while all concepts generated interest, none fully resonated across both cities. ‘Purity with Proof’ appealed for its logic and credibility but felt emotionally flat. ‘Slow Goodness’ connected well in Chennai due to its storytelling tone but lacked clarity in Kochi.
Blue Caterpillars recommended a refined hybrid concept one that blends tradition, freshness, and science to connect with both the emotionally driven Tamil audience and the more rational, discerning Malayali consumer.
