Big Idea

How Epigamia created a new category in the Indian consumption space

Epigamia has become eponymous with flavoured yoghurt in the country, by transforming the humble dahi into a gourmet lifestyle offering

Faisal Magray

It’s a cut. Deepika Padukone is at work, revisiting a take she just shot. As she does that, she’s also intently snacking on a cup of yoghurt. That’s what the Bajirao Mastani star digs into during quick work breaks — she calls it her ‘happy balance’. The 10-second ad did not have a single dialogue, but the message was clear, and the ad, a hit. Epigamia’s tasty snack — humble dahi in delectable flavours — delivers nutrition to those who are short on time.