Godrej Jersey, the premier dairy brand and subsidiary business of Godrej Agrovet, unveiled an apple-flavored energising drink under the name Recharge on World Milk Day (June 1), delivering an energetic and healthy alternative for consumers to combat the heat this summer. The 180ml pack costs INR 10 and is quite affordable. Recharge is a revitalising drink made with whey proteins that “recharges” customers by recharging their batteries. In Telangana, Andhra Pradesh, Karnataka, Tamil Nadu, Kerala, Delhi, Punjab, Mumbai, and Nagpur, Recharge will now be available in four different flavours (Apple, Mango, Orange, and Lemon). Godrej Jersey has also developed a multilingual DVC for Recharge, emphasising the drink’s USP of providing ‘Bijlee jaisi energy.’ R K Swamy BBDO, a famous advertising firm, created the DVC in Hindi, Telugu, Tamil, and Kannada. By comparing ‘Recharge’ with ‘Bijlee,’ which enhances and refills wasted energy on a hot summer day, it effectively displays the product’s uniqueness.
“Protein inclusion is incredibly crucial in today’s fast-paced lifestyle,” stated Bhupendra Suri, CEO of Godrej Jersey, in response to the introduction. Consuming an energetic drink at an affordable price point of INR 10 is a quick and easy approach for the bulk of our population to meet their water needs with healthy proteins. This is, without a doubt, a category-defining product. We hope to double our category income by FY24 with this launch.”
“We needed to convey Godrej Jersey Recharge’s value of offering a “energy boost” creatively and powerfully,” Valluri Seshagiri Rao, Strategy Head, R K Swamy BBDO, remarked. ‘Bijlee jaisi energy!’ says one who drinks an energising beverage. As a result, we likened Recharge to ‘Bijlee.’We also needed something that will morph in a unique way and become a property connected with just Recharge for future advertisements. As a result, the figures’ 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 report (2019), up to 83 percent of Indians who do not consume milk suffer from protein shortage. The benefits of a protein-rich diet were known by 80 percent of the consumers polled. The majority, though, were unaware of the daily obligation. As a result, eating a revitalising drink like Recharge can help us meet our daily protein requirements while simultaneously serving as a nutritious thirst quencher on a hot summer day.
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