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DY Works gives Amul Kool Lassi a Makeover
MUMBAI: Amul, India’s apex organization for dairy products has roped in renowned brand strategy and brand design firm DY Works to reinvent the look and packaging of Amul Kool Lassi to attract the young Indian demographic.
Being a brand that gives significant emphasis to their image and marketing, it was felt that the tetrapack that Amul Kool Lassi has been sporting since its launch needed to be revamped to a contemporary pet bottle.
Speaking about the project, Alpana Parida, President of DY Works remarked, “The brief was very interesting, and based on our preliminary research we realized that most of the companies in the peer group, whether it was colas or mineral water, had already moved to pet bottles, thus the need was to design packaging that was not only up to date with current trends but one that capitalized on gaining popularity as a healthy and natural beverage.”
An extensive cross-category study of beverages and customer preferences revealed that the biggest strategic challenge was to re-establish the relevance of lassi in a modern context where alternative beverages like colas and juices dominate the consideration set. Hence, the design objective was to put lassi in the modern, contemporary space with the product USPs of health coming in as supporting factors. Accordingly DY Works chose the route of cashing in on the idea of ‘cool’ manifested through a youthful and vibrant splash of colors. The team at DY Works felt that is was important to use the white background with a balance of colors but at the same time not come across as cluttered. The new packaging has helped appeal to a younger audience by emphasizing much more on style. It has revitalized the brand corresponding to a dramatic uptake in sales.
Remarking on the effective packaging and design instituted by DY Works, Mr. R.S. Sodhi, Managing Director, – GCMMF Ltd. commented, “The strategy to rebrand Amul Kool Lassee to Amul Lassi and redesigning the look to attract youth along with the message of health has really paid well in the market. There is a rising demand of lassi in new pack design which has helped us increase penetration of lassi by 50% in the market.”
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TV9 to host What India Thinks Today Summit 2026 in Delhi
PM Narendra Modi to keynote two day forum on India and the world
NEW DELHI: TV9 Network is gearing up to host the fourth edition of its flagship What India Thinks Today Summit 2026 on March 23 and 24 in the national capital, bringing together a wide spectrum of voices to debate India’s place in a shifting global order.
The summit will open with a keynote address by Narendra Modi, setting the tone for this year’s theme, “India and the world”, as the country positions itself at the crossroads of economic growth, geopolitical shifts and technological change.
From cabinet ministers to chief ministers, business leaders to cultural figures, the event promises a crowded stage and a lively exchange of ideas. Union ministers such as Piyush Goyal and Jyotiraditya Scindia are expected to attend, alongside state leaders including Mohan Yadav, Pushkar Singh Dhami, Bhajan Lal Sharma, Nayab Singh Saini and Bhagwant Mann.
Political voices from across the aisle, including Smriti Irani, Akhilesh Yadav and Asaduddin Owaisi, will also join the conversation, ensuring that the debates are as diverse as they are dynamic.
Adding a cultural and sporting touch, personalities such as yoga guru Swami Ramdev, poet Kumar Vishwas and cricketing names like Sourav Ganguly, Axar Patel and Arshdeep Singh are set to share the stage. Global business leaders and diplomats will further widen the lens, reflecting the summit’s international outlook.
Speaking ahead of the event, TV9 Network managing director and chief executive officer Barun Das, said India stands at a unique moment in history, combining demographic strength, technological capability and entrepreneurial energy. He noted that in uncertain times, honest conversations and bold ideas will shape the country’s trajectory.
The summit will explore themes ranging from economic growth and governance to innovation, sustainability and culture, positioning itself as a platform for dialogue at a time when the world is in flux.
With a packed agenda and a high-profile guest list, What India Thinks Today Summit 2026 aims to do more than just talk. It seeks to capture a moment where India is not only part of the global conversation, but increasingly helping lead it.
