Nilgiris, a 112-year-old brand that is synonymous with fresh bakery products in South India, celebrated the Christmas season in its latest campaign, ‘Christmas isn’t Christmas without Nilgiris’. Through this campaign, the brand for the first time transformed its logo in Christmas colours to participate with its customers in their festive celebrations.
The brand will also execute effective outof- home (OOH) and media placements, and conduct a series of in-store activities. Making it the centre of attraction, Nilgiris will offer an exquisite range of 60 different varieties of Christmas cakes and irresistible traditional sweets.
“Christmas isn’t Christmas without Nilgiris” is based on the fact that Niligiris, a household name, has been a part of its customers’ Christmas celebrations since 1905. Connecting with its consumers the brands logo which is currently designed in green and white will slowly transform into red as it nears Christmas in celebration of the season of gifting joy to your loved ones. The colour change is seen in more than 19 stores in its key markets in the southern part of India and across its social media platforms. In addition to this, the brand will effectively use OOH, print media, in-store and digital media to promote the wide range of products created only for Christmas.
Sharing his insights Venkateshwar Kumar, CEO, Nilgiris, says, “As a brand, we have successfully served our customers for more than 100 years and have been part of their families & their generations. With this campaign, we would like to partake in the festive celebrations of our customers and help them make all their important occasions extremely memorable.”
Speaking about the campaign, Rahul Kansal, head – business strategy and marketing, Future Consumer Limited, which owns Nilgiris, says, “We are proud of our legacy and the strong bond that we share with our customers. Over the years, Nilgiris has been part of the Christmas celebrations through its popular & freshly baked cakes and sweets. Adding more sparkle to this season of joy, our brand logo will slowly be seen changing into Christmas colors as we near the festive day. Our campaign is simple and comes straight from our heart with the objective of strengthening the emotional bond with our customers.”
Niligiris Christmas range will feature European-styled Cherry cakes, Premium Plum Cake, Rose Cookies, Marzipans shaped in colored fruits, traditional Scottish cake – Dundee and much more. The campaign will include in-store activations like carol singing competition, fancy dress for children and share the joy of giving in select stores between 15th to 25th December.
