Hi-Fi is Indian slang for progress. It refers to the improved lifestyle one experiences when moving up the social ladder.
Hi-Fi is also a cookie brand targeted at India’s progressive middle class. For this segment of the population, who can only afford to travel by trains, an airplane journey is celebrated as a symbol of progress, or in Indian slang — a Hi-Fi moment. To catch the attention of this audience we told the story of a family flying for the very first time and celebrating this moment with a Hi-Fi cookie.
Hi-Fi is also a cookie brand targeted at India’s progressive middle class. For this segment of the population, who can only afford to travel by trains, an airplane journey is celebrated as a symbol of progress, or in Indian slang — a Hi-Fi moment. To catch the attention of this audience we told the story of a family flying for the very first time and celebrating this moment with a Hi-Fi cookie.