Brand Launch: Floryo
OBJECTIVE
Floryo is a unique brand that is reviving a tradition like never before. They are into delivering freshly milled chakki atta within 24 hours of ordering. A revolutionary initiative to topple the legacy brands in the atta industry. Floryo, required a unique GTM strategy to disrupt the market and make heads turn. So how did we change the perception of people to look past off-the-shelf packaged atta?
EXECUTION
Nostalgia was the right emotion to capitalise on for the launch campaign. That and brand advocacy was the key to unlock the door for the brand to break the clutter and start amassing traction for awareness as well as sales from the get-go. Using the power of nostalgia and a network of micro, macro and celebrity influencers, we took the brand online and cemented our proposition into each and everybody’s mind. Our influencers talked about how chakkis are missed these days and people’s memories were touched with this. This then put aligned us on the catapult perfectly, as the answer to everybody’s memorable moments was now available at Floryo.
