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Hajmola Yoodley
Hajmola Yoodley is a popular ready-to-drink beverage of Dabur’s digestive brand Hajmola. It was launched on 27th July’2015. It offers a new range of drinks with the uniqueness of Indian flavors to the consumers. It is available in six flavours, namely Awaara Aam Panna, Nimboora Shikanji, Go Goa Guava, Jhakaas Jaljeera, Golmaal Golgappa and Kabhi Kala Kabhi Khatta. Currently, Yoodley, positioned as an extension of Hajmola. The product has the same chatpata taste experience as Hajmola and the flavours are unmistakably Indian and local. It has no added preservatives

Marketing
A 'JLT (just-like-that) mood drink', Yoodley targets the 15-28 year old. During the test marketing phase, Yoodley was made available across around 500 outlets, including airlines, schools, colleges and hotels. Dabur wanted to extend the brand Hajmola to a liquid format. Yoodley is like 'liquid Hajmola'. Through Yoodley, it is leveraging Hajmola's 'chatpata equity'. The beverages have been launched across the country in a 250ml pack, each priced at Rs 30.

Communication
Yoodley rolled out its first TVC starring actor Namit Das who is well known for comedy. The advertisement emphasizes on the tagline ‘shararat humari duty hai’, relating the element of mischief with Yoodley. The team has also created an online initiative called Yoodley Shararat University. It is a very interactive platform with fun and attractive content for the target market. Each flavor has been given special characteristics and traits of its own; all mischievous in different ways. Communications across other media platforms have accompanied the national roll-out of the product. Sanjay Singal, Dabur India Ltd Marketing Head-Foods said, " Hajmola Yoodley is the latest example of Dabur’s continued focus on innovation to drive strong growth. The product, with its amazing taste and bold communication, would stand out in the ready-to-drink beverage category" A new 360-degree campaign, encompassing print, outdoor and digital, was launched to communicate the new introduction. Dabur has undertaken both above-the-line and below-the-line activities to promote the new brand. There have been of activities ranging from promotions in colleges and offices to aggressive in-market merchandising.

Market Scenario
While the Rs 14,000-crore domestic soft drinks market — dominated by multinational companies such as Coca-Cola and PepsiCo., has started showing signs of slowing down, the organized market for ethnic flavoured beverages stands at around Rs 150 crore and is growing fast on a smaller base. As of now, Hector Beverages’ Paper Boat is the only competitor of Yoodley. However, the marketing approach of the both the brands are very different. So is their positioning as Paper Boats is associated with childhood and memories while Yoodley with mischief and youthfulness.

Recognition
Hajmola Yoodley was ranked among the Buzziest Brands of 2015 by Afaqs.