Umang Dairies is a part of the JK Organization. The company has brands and products scattered across several different states and geographies. Glue Creatives helped Umang in creating a central brand thought that could embody this diversity of products, cultures and consumers. The Pal Pal Mein Umang positioning gave the brand reason to celebrate every moment, every occasion and every mood of India. It also helped in creating a website and numerous campaigns to keep brand conversation and engagement alive across social media.