For a deeper connection with the people of Jharkhand and to solve some communication problems in the market, Medha set afoot for a new brand identity. It was being observed that the people of Jharkhand had little knowledge about Medha being Jharkhand’s own brand. Other dairy brands were recording more sales and customers than Medha. The new brand image was articulated to tackle these problems.
The previous logo of Medha lacked consistency and was often confused as ‘Megha’ by the audience. The letters lacked synchronicity. Some of the elements of the logo were redundant and so a new one had to be designed. The new logo silenced all these issues and moreover attached the theme of ‘Taazgi’ with the brand name. The letters were composed in a constant flow and retained the previous colors since they had an established mental association amongst the audience.
The packaging before had little emotional and native connect with Jharkhand. The new packaging has visual imageries of a dairy farm, a milk cannister, state bird of Jharkhand and the state flower Palash. These elements register in the subconscious of the customers. Two themes have been reinforced through the packaging: ‘Authenticity’ and ‘Freshness’. Moreover, the new tagline ‘Taazgi Jharkhand Ki’ also adds to these themes. In three words, it makes clear that Medha belongs to Jharkhand and that it is pure.
The relaunch event of Medha took place in Hotel Radisson Blu, Ranchi on 17th April 2018. The relaunch was backed by many factors including the above ones. Some of the other ones included new addition of Vitamins A&D in the milk, increase in employment for the farmers and to address the issue of malnutrition in underprivileged children. The event was attended by notable personalities of the state and the has been a success and an achievement for Medha.