Before COVID, Nirula’s was almost written off. Once an iconic name in Indian dining, the brand had slowly slipped into irrelevance—limited physical presence, dated perception, and minimal recall among younger consumers. For a generation growing up on food delivery apps, Nirula’s simply wasn’t part of the conversation anymore.Then came a strategic shift.Instead of trying to revive footfall-heavy outlets, Nirula’s repositioned itself where consumer decisions were actually happening—Swiggy and Zomato. But this wasn’t just about listing items and offering discounts. It was a deliberate rebranding exercise inside marketplaces.The brand invested in:<ul><li>Modernised food photography and visual hierarchy</li><li>Clear, tempting menu structuring</li><li>Improved naming, descriptions, and categorisation</li><li>A sharper brand tone suited for digital discovery</li></ul> On delivery apps, Nirula’s suddenly felt current. Familiar, yet refreshed. Discoverable. Click-worthy. The platforms became its new storefront—and the results followed. Visibility increased, orders picked up, and the brand found relevance again without relying on nostalgia alone. Nirula’s comeback proved one powerful truth: Brand perception today is shaped at the point of discovery, not just in ads.<h3>The Real Insight: Branding Has Moved Closer to Conversion</h3> What Nirula’s understood early was that platforms like Swiggy and Zomato aren’t just logistics tools—they are branding environments. Every visual, every line of copy, every interaction contributes to how a brand is judged in seconds.In a digital-first world, branding and performance are no longer separate conversations. If a brand doesn’t look premium, trustworthy, or compelling where the purchase happens, it doesn’t matter how strong the legacy is.<h3> </h3><h3>Applying the Same Philosophy to Modi Illva India</h3>This is the same thinking we applied while working with Modi Illva India, a premium spirits portfolio backed by the legacy of Umesh Modi Group and Italy’s Illva Saronno. Modi Illva didn’t need louder marketing—it needed clearer digital storytelling. A way to translate its craftsmanship, heritage, and premium positioning into a digital experience that felt as refined as the products themselves. At Strategy Soda, we approached the project with one core belief: A premium brand must feel premium everywhere it appears—especially online.We redesigned Modi Illva’s digital presence to focus on: <ul><li>A clean, elevated website experience aligned with global spirits brands</li><li>Visual storytelling that highlights legacy, process, and product quality</li><li>Thoughtful information architecture that makes exploration effortless</li><li>Infographics that narrate the brand journey without overwhelming the user</li></ul> Just like Nirula’s reimagined itself within delivery platforms, Modi Illva’s online presence was rebuilt to shape perception before persuasion. The goal wasn’t just to inform—but to signal credibility, sophistication, and trust the moment a user landed on the site.<h3> </h3><h3>The Bigger Lesson for Brands</h3>Nirula’s didn’t disappear because people stopped loving the food. Modi Illva didn’t need reinvention because the product lacked quality.Both cases underline the same insight: Brands don’t lose relevance—they lose visibility and clarity.When brands invest in how they show up digitally—on platforms, websites, and ecosystems where decisions are made—they don’t just gain attention. They regain relevance.And in today’s market, relevance is everything.

How Brands Win Back Attention by Rethinking Digital Touchpoints

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Strategy Soda

How Brands Win Back Attention by Rethinking Digital Touchpoints

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