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Giving India's Better Food Brand A Better Digital Home: Tata Simply Better

  • 1 day ago
  • 2 min read

Tata Simply Better’s website needed to evolve from a product-first interface into a brand-led, experience-driven platform. We partnered to reimagine the website as a space that balances education, storytelling, and seamless commerce.



Brand & Communications Strategy


Motivation: Tata NutriKorner needed to evolve into a more young and vibrant brand which is more competitive to exist with the new age D2C brands in the market


Builder Moves:


1. Defined the new visual direction for the brand, including but not limited to possible colour palettes, special elements etc.


2. Crafted a brand book - spanning typography, elements & patterns, colour palette, iconography, templates for ads & mailers et al


3. Oversaw implementation of said changes on key brand touchpoints like shipping experience & website



Creative Direction & Content Strategy


Challenge:

The brand aimed to communicate the key differentiator of its cold pressed oils being hexane-free, while educating consumers on what this truly means and why it’s a simply better choice. The challenge was to cut through the noise of overwhelming options and reinforce the brand’s philosophy of offering healthier, more transparent alternatives.


Builder Moves:


  1. Launched a large-scale regional UGC campaign, collaborating with 200+ influencers across India to drive awareness of hexane-free cold pressed oils in multiple vernacular languages, making the message more relatable and accessible.


  1. Developed and led creative direction for high-production content that decoded hexane-free through tangible consumer cues such as price, aroma, texture, and overall quality, bringing the benefit to life across formats and mediums.


  1. Ideated high-impact college fest activations to introduce the brand’s newly launched snacks to a younger audience, including concepts for on-ground engagement, activities, and content to ensure strong cultural relevance with the target group


Conversion Rate Optimization


Challenge:

The existing website lacked a cohesive user journey and did not effectively communicate the brand’s core proposition, impacting engagement and conversions.


Builder Moves:


1. Revamped the entire website to sync it with new brand postioning


2. Converted the UX keeping in mind the brand's long term portfolio


3. Executed end to end Audit to UI/UX to Development with a complete new positioning


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