Southern Delights is a range of classic savouries from the South, introduced by Haldiram’s as to audiences in Delhi and the rest of India.
Haldiram’s enjoys immense trust as a maker of savouries. But because of their overwhelming presence in namkeens, these could get overlooked by North Indian consumers, and not recognised as authentic by south Indian consumers.
We identified the audience as ‘urbanisers’, relatively westernised families with up to date consumption habits, who yearn for authentic products made the traditional way. Our aim became to update the offering for Indian foody youth and families, to project southern authenticity in a manner that North Indian would notice and South Indians would recognise.
Using regionally specific cues that North Indians would effortlessly associate with Southern traditions, the packs’ deep, rich hues recall the rich silks beloved of the South, and simultaneously cue quality.
The identity unit features a banana leaf, and evokes the lettering and naming style of the trusted local shop, now upgraded for the ‘city’. A quality mark is created from a ‘kolam’ pattern (traditional floor decoration). This visual pun would register specifically with Southern audiences as an exclusive signal.
Together, the pack makes the product look authentic and up to date at once.
tasty snacks to enjoy over tea, as you sit back and relax
Southern Delights are traditional savouries from the South to the rest of India. 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.
Partner-in-charge & Creative Director Lisa Rath | Design Development & Production Neha Wahi | Creative Photographer Pradeep Dasgupta