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Originale - Ads for Originale, premium quality sugar. The current consumer behaviour is that people dont spend much money on sugar, it is mostly bought from the local kirana wala store in unbranded packages with muck because it is not very refined. Originale QDS (Quick Disolving Sugar) is extra-refined, and thus a healthier option that is also quick disolving. The idea is to generate a self awareness amongst the consumers that they constantly crave for the best, the luxuriest, the richest, the healthiest but still go on using sugar that is not even properly refined.
The Hive- 2008