Agenda

For a certain class of consumers, namkeens are perceived as unhealthy, and thus a sort of irresistible sin. It is incumbent upon Haldiram’s, who is also seen as an innovator, to find a way around this.

Solution

We named Haldiram’s Healthy Namkeen range, Snac Lite, bringing together products with the same promise. Under Snac Lite, first series are extruded snacks which are dry roasted rather than fried, reducing the fat content but retaining the fried taste to a large extent. These extrusions are characterised as literally light and feathery, and in upward motion. The floating balloon device that frames Snac Lite and the ‘sensible snacking’ mnemonics provide the visual hooks. The ‘upward current’ background reinforces this.

The “Diet” sub-range offers traditional munchies which are already low fat, in still healthier avatars. The measuring tape around an imaginary waist, provides a powerful and highly memorable visual cue, for the class which associates being trim most strongly with health.