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The packaged drinking water market is an extremely competitive one with established brands. We faced a challenge of creating a differentiation right from the brand name and packaging that could take on the big brands. A simple yet deep insight that 70% of our bodies consists of water led us to the name ‘Aayu’ – which means life – water being the primary building block of life. The brand is currently a regional player, which aims at being a national one, so the packaging is designed with a vision to occupy prominent shelf space across the country.

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