With growing interest in smart homes and kitchen appliances, Evochef set out to introduce EC-Flip, its automated compact dosa maker, to Indian households.
The brief was to establish Evochef as an innovative kitchen automation brand, build awareness for EC-Flip and encourage consumers to rethink traditional dosa-making through the promise of convenience, speed and ease of use.
The strategy focused on finding mental and physical space for EC-Flip in Indian kitchens.
We defined the brand around five core values, with communication tailored to distinct audience segments, from homemakers and double-income households to lifestyle-led consumers, bachelors and students.
InnovationTraditionSimplicitySpeedStyle
The communication highlighted automatic batter spreading, adjustable dosa thickness and the promise of “Dosa in a Minute.”
The communication strategy addressed four key personas with tailored messaging.
- 01HomemakersEase of use“Crispier, Tastier, Healthier Dosa made automatic.”
- 02Double-income householdsTime saved“Invest Time with People You Love, Not in the Kitchen.”
- 03Lifestyle-led consumers and giftingA stylish, forward-thinking innovation“A Gift that is ahead of time.”
- 04Bachelors and college studentsSpeed and convenience“Home Made Dosa, wherever you are.”“Dosa made in a minute, 20X faster than your food delivery.”
Match your pace and suit your style.
The creative direction positioned EC-Flip as more than an appliance. It presented kitchen automation as a way to make everyday cooking simpler, quicker and more convenient.
The communication plan brought the proposition into everyday life through digital campaigns, influencer engagement, recipe content, product demonstrations, retail partnerships and launch PR.
The visual and verbal identity was designed to deliver a unified brand experience while reinforcing Evochef’s promise of smart, stylish and effortless cooking.
The strategy established a go-to-market framework spanning pre-launch, launch and post-launch activities.
It outlined brand identity development, communication assets, social channels, influencer partnerships, press outreach, targeted digital campaigns and ongoing reputation management to support EC-Flip’s introduction and build long-term brand awareness.
New products need a place in everyday life before they need a place on the shelf. See how we launch brands like this one.
Explore More Works