Educating a Region and Building Brand Affinity with Connected Packaging

team

Digital Campaign Strategist Video Content Producer Social Media Manager QR Technology Lead Consumer Engagement Analyst

Services offered

Digital Awareness & Education Campaigns Social Media Channel Setup & Management Video Content Development Dynamic QR Code Generation (dynaQR) Consumer Activation Campaigns

Duration

Multi-year engagement (2019 – 2024)

About the client

The World’s Leading Food Packaging Solutions Provider

Tetra Pak is a global leader in processing and packaging solutions for beverages and food. In India, Tetra Pak partnered with Karnataka Milk Federation’s (KMF) brand Nandini GoodLife to bring long shelf-life UHT milk to a region with low awareness of such products. With no prior digital footprint, the brand needed to educate consumers and build a new digital identity from the ground up.

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The Scenario

Launching a regional product with zero digital presence and low market awareness

KMF’s GoodLife UHT milk was a promising product in a segment that required strong consumer education. Most customers in the region were unfamiliar with UHT milk, its safety, shelf life, or benefits. With no online presence or brand recognition, Tetra Pak and KMF needed to run awareness campaigns, launch social media handles, and create engagement that could build trust and interest in the product.

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The Problem

Despite having a high-quality product, Nandini GoodLife faced two major challenges-lack of consumer awareness and absence from digital platforms.

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Consumers were skeptical about milk that didn’t need refrigeration and had a long shelf life. There was a strong need to address misconceptions, educate about UHT treatment, and differentiate the product in a competitive dairy market. Without digital infrastructure, Tetra Pak needed a partner who could not only handle education and storytelling, but also create technical solutions to bridge packaging and digital engagement.

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The Solution

Ayruz stepped in as the end-to-end digital partner for both Tetra Pak and KMF’s Nandini GoodLife.

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We started by establishing their digital presence from scratch-creating and managing social media handles that communicated the science and convenience of UHT milk in local languages. Our team produced relatable video content that addressed consumer doubts and showcased the product’s benefits. At the same time, we pioneered the use of dynamic QR codes on every pack through our proprietary solution, dynaQR. This allowed us to deliver personalized engagement modules directly through packaging-games, quizzes, brand stories, and rewards that connected with users across digital and physical experiences. Our phased campaigns began with paid promotion to drive visibility and gradually transitioned into organic reach as consumers started scanning packs on their own. We supported the entire process-from campaign ideation and production to performance tracking and technical delivery.

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Key Results

The campaign drove impact at scale across visibility, engagement, and recall:

Reached Over 60 Million People

The campaign successfully expanded brand reach, touching over 60 million users across digital platforms including YouTube, Facebook, and Instagram.

Over 15 Million Engagements

Strategically crafted content delivered exceptional interaction, generating more than 15 million likes, shares, comments, and saves across platforms.

7 Million Video Views

Awareness-focused video assets garnered over 7 million views, helping position the brand as a household name in its category.

235,000 QR Scans Logged

The interactive QR-enabled packaging drove 235,000 scans, with an impressive average of 300+ scans per day—bridging physical products and digital engagement.

Strong Brand Affinity

Repeat scan behavior indicated strong consumer interest and loyalty, validating the effectiveness of gamified engagement and content personalization.

National Advertising Award Winner

The campaign was awarded 1st place in a prestigious advertising competition, outperforming global brands and setting a new benchmark for digital FMCG campaigns.

These results reflect the power of integrating education, content, and connected packaging into a unified digital experience, especially for markets that require consumer mindset shifts.

Hear From Those Who Worked With Us.

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"Ayruz helped us focus on the best paths to market for increasing our social media presence and we were able to measure our programs and quantify revenue opportunity and sales realized. They are one of the best in the industry and I have utilized them and every company that I have worked at. A hidden gem and worth the investment."

Sophia Bellos

Director of Marketing, JCB North America

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"Ayruz's understanding of user behavior and targeting precision helped us drive real conversions, not just traffic. The $7 acquisition cost was a breakthrough for us."

Gaurav Aggarwal

Founder, Savaari

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"Sanil and his team make a difference in our daily job. They are always available, with practical and consistent solutions and orientations. It is undeniable the expertise and professionalism of the team."

Camila André

Senior Marketing Communications Manager

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"Great experience with Ayruz’s team. Challenging projects developed in a very short time with high quality level. Indeed one of the best companies in the market."

Alexandre Donegatti

Aligning Product Communication and Compliance for Regulatory Success Ayruz partnered with Heatcraft during a critical Department of Energy regulation shift—strengthening product data management, aligning cross-functional teams, and enabling faster, compliant go-to-market execution.

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Performance Marketing

Custom Development

eCommerce Strategy