Moving billboards that bring purity, trust, and quality to every mile
Sonai is one of Asia's largest dairy powerhouses and a single-location, multi-product dairy company in India that processes over 5 million litres of milk every single day. Spanning 100 acres of advanced dairy excellence, Sonai is where scale meets science and where purity is not just a promise, but a discipline.
Backed by 5,00,000 farmers, 10,000 collection societies, and 5,000 employees, Sonai operates as one cohesive ecosystem committed to delivering quality and trust. Equipped with Asia's largest single spray dryer capable of producing 180 tonnes of milk powder daily, Sonai's world-class infrastructure and globally certified standards carry India's promise of purity across borders and oceans.
The truck branding project for Sonai was designed to transform their delivery fleet into powerful moving brand assets that communicate quality, purity, and market leadership.
Design trucks to visually reflect the corporate film messaging, using elements from the film to highlight Sonai's scale, technology, and purity while connecting it with the key products.
Create eye-catching truck designs that prominently display Hero products—Ghee, Milk, and Cheese—making them instantly recognizable to consumers, distributors, and retailers across regions.
Use visual storytelling in the truck design, such as illustrations, icons, or scenes representing farms, dairy processes, and products, to make the design relatable and memorable while highlighting Sonai's dairy ecosystem.
Incorporate design cues, visuals, and messaging that emphasize Sonai's promise of purity and high-quality standards, building consumer trust and preference for the products.
Use distinctive truck branding designs to reach new markets and improve brand recall among existing customers, keeping Sonai products top of mind.
Design trucks to position Ghee, Milk, and Cheese as flagship products through bold, consistent visual branding, emphasizing their premium quality and Sonai's leadership in the dairy industry.
Creating effective truck branding for a multi-product dairy brand required careful consideration of several complex challenges:
Creating unique yet cohesive designs for Hero Products—Ghee, Milk, and Cheese—so each truck stands out while maintaining brand consistency across the fleet.
Ensuring that key product features (purity, freshness, quality) are clearly communicated at a glance as trucks move on roads, often at high speeds.
Balancing distinct product visuals with Sonai's overall brand identity, colors, and messaging to ensure unified brand recognition.
Designing each product's artwork to fit different truck dimensions without distortion or loss of impact, maintaining visual integrity across various vehicle formats.
Ensuring fonts, product images, and taglines are legible from a distance, in varying light and weather conditions, on busy highways and city streets.
Each product—Sonai Ghee, Sonai Milk, and Derista Cheese—was given an individual creative direction to highlight its unique identity while keeping the brand's core thought "करो शुद्ध शुरुआत" consistent across all trucks.
The design reflected purity, tradition, and authenticity:
A traditional Indian woman holding Sonai Ghee became the centerpiece, symbolizing trust and purity
Warm golden-yellow tones emphasized the richness and premium feel of ghee
Background visuals of farmers and cows reinforced Sonai's farmer-based ecosystem and quality sourcing
Focused on freshness, wholesomeness, and everyday nourishment:
Clean, bright visuals positioned Sonai Doodh as the foundation of healthy living
Simple, clear design ensured maximum visibility and readability from a distance
Fresh, pure white aesthetics communicated the product's natural goodness
Celebrated energy, youthfulness, and fun:
Bold visuals of melting cheese, pizzas, and vibrant personalities appealed to younger audiences
The "cheese wave" backdrop creatively represented the creaminess and joy associated with cheese
Dynamic, energetic design language captured the playful essence of the product
Maintained brand consistency across all products with logo and tagline placement
Adapted designs to different truck dimensions without losing proportion or readability
Used durable, weather-resistant materials for long-term highway and city visibility
The truck branding campaign transformed Sonai's delivery fleet into powerful brand ambassadors, delivering measurable results across multiple dimensions:
Each product created a unique visual personality, helping consumers instantly recognize Sonai Ghee, Sonai Milk, and Derista Cheese across different touchpoints.
The consistent tagline "करो शुद्ध शुरुआत" communicated purity, trust, and quality, keeping the brand promise top-of-mind for customers everywhere.
The creative designs conveyed Sonai's story clearly, from farm-fresh sourcing to premium quality, making the brand relatable and memorable for consumers.
Branded trucks served as mobile billboards, covering urban and rural areas and ensuring continuous brand exposure across diverse markets.
Modern, vibrant, and thoughtfully executed visuals positioned Sonai as a progressive yet traditional dairy brand, fostering emotional connection with consumers.
Distributors reported better product recall and easier promotions, thanks to each product's distinct appeal and clear communication on the trucks.
This campaign became a long-lasting branding solution, turning every Sonai delivery vehicle into a moving symbol of purity, trust, and quality, keeping the brand etched in the customer's mind.
Maintain Core Brand Consistency: Even when designing for multiple products, keeping a consistent tagline, logo placement, and brand tone ensures unified brand recall. The tagline "करो शुद्ध शुरुआत" reinforced trust and purity across all trucks.
Tailor Creative to Product Identity: Each product should have its own visual personality while staying within the brand framework. This creates distinct recognition while maintaining overall brand unity.
Prioritize Visibility & Readability: Simplicity, bold visuals, and high-contrast colors ensure maximum impact even from a distance. This is essential for moving assets like trucks on highways and city streets.
Leverage Emotional Storytelling: Designs that connect with consumer values (trust, purity, freshness, fun) create strong emotional engagement and build lasting brand relationships.
Adapt to Medium & Format: Always test designs against different truck dimensions and surfaces to maintain proportion and clarity. Use durable, weather-resistant materials to ensure long-lasting visibility.
Create Mobile Brand Assets: Trucks can act as moving billboards, reaching urban and rural audiences simultaneously, multiplying brand touchpoints and maximizing exposure.
Enhance Distributor Support: Clear and attractive designs make product promotion easier for distributors, improving on-ground visibility and providing valuable sales support.
Focus on Long-Term Brand Recall: Repetition of brand elements and consistent communication ensures the brand sticks in the consumer's mind, building lasting recognition.
Blend Modern & Traditional Elements: Balancing vibrancy and modernity with cultural or traditional cues increases relatability and trust, especially in diverse markets.
Measure Impact Beyond Visibility: Success is not just visual appeal—also consider consumer perception, recall, and distributor feedback for a holistic measure of campaign effectiveness.
Originating as a collective of passionate storytellers and filmmakers in 2010, our foundation is built on the creation of remarkable videos. Recognizing the need to expand our horizons and connect with the right audience, we ventured into the digital marketing sphere.
