The brand name Dalda in India is synonymous with hydrogenated vegetable oil or vanaspati. Over the years, Dalda has diversified its portfolio and branched out to related categories. But the Dalda name was so strongly associated with vanaspati that even oils by Dalda were being misunderstood as Vanaspati.
Strong associations can be broken by the right visuals. The visual of the actual product, the transparent oil was used tactically to showcase the product.
The packaging for Dalda oils was made completely transparent to show the flowing pure oils inside. This transparent pack was a huge hit and the flailing Dalda oils portfolio witnessed a strong rise in deman on introducing the new packaging.