The project looks at repositioning PSI India’s brand, hoping to dramatically improve the brand’s core strengths in packaging, positioning and use, so that buyers from ‘father’s time’ recall and return to Masti. It also seeks to attract the next generation of discerning buyers, with the idea that they will be attracted initially to its brand offerings and go on to demonstrate a high level of loyalty to Masti for its intrinsic qualities and socially trusted attributes.