Brand Tone

Aspirational, energetic, and reassuringly modern; health-conscious, positive, and empowering without being preachy; glamorous and relatable, straddling the line between a trendy lifestyle product and a genuinely healthy choice.

Brand Values

• •Health and Wellness
• •Natural Ingredients & Ayurvedic Roots
• •Transparency and Honesty
• •Innovation
• •Active and Positive Lifestyle

Best Practices

• •Lead with the "Why" (Your Values): Always anchor the copy in the core values of health, transparency, and natural goodness. Every message should reinforce the "why" behind the brand—to offer a guilt-free, enjoyable beverage.
• •Use Empowering, Positive Language: Frame the choice to drink Shunya as a smart, positive step towards a better lifestyle. Use active and uplifting words like "boost," "supercharged," "unbeatable," and "feel good." Avoid negative or fear-based messaging about the dangers of sugar; instead, focus on the positive benefits of choosing Shunya.
• •Maintain a Reassuring & Knowledgeable Voice: While the tone is energetic, the underlying voice should be confident and reassuring. Explain the benefits of ingredients like Ashwagandha and the absence of aspartame simply and clearly, establishing trust and credibility.
• •Stay Aspirational but Accessible: Leverage the celebrity partnership and lifestyle imagery to create an aspirational feel, but ensure the copy remains relatable. Use "you" and "your" to speak directly to the consumer, making the benefits personal to their daily life (e.g., "your afternoon slump," "your lifestyle").
• •Be Consistent Across All Channels: Whether writing a tweet, a product description, or a press release, the core tone must be recognizable. Develop a simple style guide that outlines key brand phrases ("The Power of Zero," "Guilt-Free Fizz") and the "do's and don'ts" of the brand's language to ensure every piece of communication feels authentically Shunya.

Social Perception

Perceived as a key player in the "better-for-you" beverage category in India, a premium, modern brand successfully merging health-consciousness with an aspirational lifestyle promoted by its celebrity partner. It is seen as a direct, healthier, smart, and guilt-free alternative to traditional sugary soft drinks for health-aware consumers, including those with specific dietary needs, and as a valuable and successful brand in the market.

Copy Examples

• •Your 3 PM slump has a new enemy. Power through your afternoon without the sugar crash. Shunya Go is packed with natural energy and zero guilt. #ThePowerOfZero #ActiveHydration
• •The Soda You Love. The Guilt You Don’t. All the fizz, all the flavour, and none of the bad stuff. Meet Shunya Fizz, your favourite soft drink, reinvented. 0 Sugar. 0 Calories. 100% Feel Good. Taste the Goodness
• •Still drinking your sugar? Your average soft drink can have up to 9 teaspoons of sugar. Shunya has ZERO. We use the natural sweetness of Stevia and the power of herbs to create a drink that’s both tasty and good for you. Make the smart switch today. #ShunyaLife #NoAddedSugar
• •Zero is our Hero. We took out the sugar, the calories, and the artificial sweeteners. Then, we added in vitamins, antioxidants, and the goodness of Ashwagandha. It’s not just a drink, it’s a better choice. #Shunya
• •Why choose between taste and health? With Shunya, you get both. All the classic flavour you crave, with zero sugar and zero guilt. Shunya. Enjoy the impossible.