Godrej Jersey, the leading dairy brand and subsidiary business of Godrej Agrovet launched an apple-flavored energizing drink under the brand Recharge on World Milk Day (June 1), offering an energetic and nutritious solution for consumers to beat the heat this summer.
Recharge is a revitalizing drink infused with whey proteins that “recharges” consumers by replenishing lost energy for a low price of INR 10 for the 180ml pack. In Telangana, Andhra Pradesh, Karnataka, Tamil Nadu, Kerala, Delhi, Punjab, Mumbai, and Nagpur, Recharge will now be available in four different flavors (Apple, Mango, Orange, and Lemon).
Godrej Jersey has also unveiled a multilingual DVC for Recharge, emphasizing the drink’s USP of providing ‘Bijlee jaisi energy.’ R K Swamy BBDO, a leading advertising agency, created the DVC in Hindi, Telugu, Tamil, and Kannada. It effectively demonstrates the product’s uniqueness by equating ‘Recharge’ with ‘Bijlee,’ which boosts and replenishes lost energy on a hot summer day.
“Protein inclusion is extremely critical in today’s fast-paced lifestyle,” said Bhupendra Suri, CEO of Godrej Jersey, in response to the launch. Consuming an energizing drink at an affordable price point of INR 10 is a quick and easy way for most of our population to meet their hydration needs with healthy proteins. This is, without a doubt, a category-defining product. We hope to double our category revenue by FY24 with this launch.”
“We needed to showcase Godrej Jersey Recharge’s benefit of providing an “energy boost” uniquely and powerfully,” Valluri Seshagiri Rao, Strategy Head, R K Swamy BBDO, said. ‘Bijlee jaisi energy!’ says one who drinks an energising beverage. As a result, we equated Recharge to ‘Bijlee.’ We also wanted something that would transform uniquely and become a property associated with just Recharge for future campaigns. As a result, the characters’ eyes are bolted shut, and their hair is spiked. We’re confident that the advertisement will catch on with customers and that more people will line up to try the Bijlee (Recharge).”
According to Karvy Insights’ South India Protein Gap study (2019), up to 83 percent of Indians who do not consume milk suffer from protein deficiency. The benefits of a protein-rich diet were known by 80 percent of the consumers polled. The majority, however, were unaware of the daily requirement. As a result, consuming a revitalizing drink like Recharge can help us meet our daily protein requirements while also serving as a nutritious thirst quencher on a hot summer day.
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