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- Client: Ulala
ULALA has been a staple in the farming community for years, known for its effectiveness in protecting crops. As the brand matured, maintaining visibility and fresh relevance became a new challenge. The opportunity? A reinvention rooted in an icon that was hiding in plain sight, the distinctive crown-shaped bottle cap.
What Was Done
The campaign "Garv Ka Taaj" reimagined the crown-shaped bottle cap as a symbol of pride.
Farmers wore the cap as a crown, featured in visuals and village life, showing renewed confidence.
A catchy local jingle and strong village presence turned the product into a celebrated emblem, restoring pride and strengthening the brand’s cultural connection.
Why It Mattered
By turning the ordinary bottle cap into a proud symbol, the crown (taaj) the campaign honored the product’s legacy and made farmers the heroes. It didn’t just revive the brand, it sparked a movement that celebrated every farmer’s success.
Garv Ka Taaj: A campaign that transformed protection from pests into a celebration of pride for every farmer.
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