About Brand
Zandu is one of India’s oldest Ayurvedic brands and is trusted by generations for its health remedies. As more consumers turn to online platforms for information and purchases, established brands must evolve to keep pace with changing habits and expectations. Zandu realised it was time to rethink its creative strategy so that its identity would connect not just with those who already knew the brand, but also with new, diverse audiences.
The Challenge
The brand needed a new visual identity and to speak directly to distinct consumer groups spread across various online platforms. It was apparent that their digital presence had stopped resonating with the ever-changing preferences and behaviours of online shoppers.
The challenges included:
- Modernising brand presentation without losing the trust earned over a century.
- Personalising content so that each product reaches the right audience, not just a general viewership.
- Strengthening performance—creating visuals and messaging designed to increase conversions, rather than simply boosting awareness.
The Approach
- The first step involved segmenting Zandu’s diverse audience into distinct cohorts.
This allowed the creation of tailored messaging instead of generic, one-size-fits-all communication. Each product was then matched to the specific concerns and lifestyles of its primary users. - The strategy also emphasised platform-sensitive content.
Amazon, Zandu’s D2C website, and quick-commerce channels each attract different user behaviours and attention spans. Understanding these nuances guided the design and copy decisions to maximise engagement and conversion on every platform. - Throughout, we balanced 2 key priorities:
1. Staying true to Zandu’s Ayurvedic roots.
2. Employing a modern, performance-focused digital approach.
Solution Breakdown
1. Product Infographics and A+ Content
We developed infographics that were targeted directly to the potential audience for each SKU.
- The infographic for Shilajit
Targeted tired office workers, showing effects related to long workdays. - Livital’s
Visuals focused on busy professionals juggling health concerns amid tight schedules. - Products like Chia and Flax Seeds
Featured health-conscious millennials, with lifestyle elements integrated naturally. - The A+ content followed a clear, purposeful flow
Started with identifying the user’s pain points, introducing the product, highlighting ingredients and USPs, Product use cases, and finally comparison charts and badges.
2. Performance Creatives (Statics and Videos)
Savvytree crafted creative assets that combined brand heritage with a fresh, modern look while focusing sharply on conversion.
Copy and visuals were developed around
- A concise narrative: a trigger or pain point
- Introduction of the product
- The transformation it promises
- And a clear call to action.
This framework ensured messaging was focused and deliberate.
The design approach prioritised bold and clean layouts to stand out in crowded digital feeds. Visual clutter was avoided. Instead, high contrast elements and crisp typography brought focus to the product benefits.
3. Swiggy Quick-Commerce Videos
Recognising the unique demands of fast-paced platforms like Swiggy Instamart and Minis, the team ideate short 10-second videos that are visual-first, with minimal text.
Video Framework
These videos opened with a compelling visual hook within the first second to capture attention. Messaging centred on a single, clear product benefit or claim per video, avoiding any overcrowding or mixed messages.
The visuals and pacing were carefully tailored for ecommerce audiences accustomed to muted autoplay and quick decision-making. This ensured maximum impact in the brief window available before users moved on.
Results & Outcomes
- Saw a clear rise in conversion rates
On Amazon and the brand’s own site, product pages feature cohort-specific infographics and well-structured A+ content. - Longer page visits and increased add-to-cart actions
Customers engaged more with visuals that reflected their daily realities, which translated into. - Improved CTR
Performance creatives, both static and video, broke through the digital noise. The tailored messaging and straightforward narratives - Products Gain Visibility and Encourage Swift Buyer Decisions
Single, strong message in quick-commerce video formats well suited to the high-speed scroll culture.
Key Learnings
- Crafting messages and visuals for specific user groups proved far more effective than one-size-fits-all content.
- Personalisation not only improved engagement but also helped streamline the buyer’s decision journey.
- The value of platform-sensitive design became apparent.
- What works on a product page differs from a quick-scroll video format, which demands rapid, clear communication.
- Recognising these unique consumption habits and adapting creative strategy accordingly played a critical role in the project’s success.
Summary
With the help of targeted storytelling, platform-aware content, and a performance-focused mindset, the brand repositioned itself for today’s fast-evolving marketplace.
The approach shows that legacy brands can thrive in digital spaces by understanding their audience’s nuanced needs and delivering precise, clear messages. With these foundations, Zandu is well-positioned not just to retain existing trust but to capture new consumer segments, with the expertise of a digital marketing agency in Delhi.
Adapting quickly to digital trends, while holding on to core values, remains essential. This case affirms the power of strategic creativity paired with clear execution in building a relevant and effective online presence.
