Bajaj Electricals DM, Design & Branding Fold Aide Box by Leo Burnett Mumbai

Fold Aide Box

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Industry Electronic Devices & Home Appliances, Household maintenance & pet products
Media Direct marketing, Design & Branding
Market India
Agency Leo Burnett Mumbai
Director Manmit Sandhu
Creative Director Payal Juthani
Copywriter Anirban Saniyal
Designer Zainab Karachiwala, Nadine Pereira
Photographer Vinod Wakkchare
Released September 2010

Awards

One Show 2011
One Show Design Package Design / Single Merit

Credits & Description

Category: iii. Premium Brand
Advertiser: BAJAJ ELECTRICALS
Product/Service: BAJAJ IRON
Agency: TLG INDIA
Date of First Appearance: Sep 15 2010
Entrant Company: TLG INDIA, Mumbai, INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director: Payal Juthani (Leo Burnett)
Designer: Nadine Pereira (Leo Burnett)
Designer: Zainab Karachiwala (Leo Burnett)
Copywriter: Anirban Saniyal (Leo Burnett)
Brand Partner: Nitin Sharma (Leo Burnett)
Account Manager: Schelicia Caszo (Leo Burnett)
Photographer: Vinod Wakkchare (Freelance)
Director: Manmit Sandhu (Freelance)
Media placement: Packaging - Retail Outlets - September 2010
Describe the brief from the client
In India the market for irons sees a great deal of product parity. The client wanted something that would induce a sale at the retail level. They decided to develop a unique special packaging for their irons that would not only create a visual difference but would also reflect the ethos the brand that has always been to care about consumers and constantly innovate for their benefit. The special packaging for this particular brand of irons would be for a limited period of time.
Describe the challenges and key objectives
After initial research and realisation of the budget involved, we knew the biggest challenge would be to attract the consumer’s notice in the shop and induce him to choose us over the competition. Especially since a comparison of the basic product shows a great deal of parity. Another challenge was to ensure the consumer took away not only the product, but some essence of the brand with him. We needed the consumer to have a great experience whenever he came in contact with the product during usage. We needed to offer something more than just satisfying the consumer’s basic need.
Describe how you arrived at the final design
The need to offer something extra to our consumers led us to examine the entire process of ironing clothes. We noticed that most consumers seemed to find the task of folding their freshly ironed clothes very cumbersome. We then looked for a way to aide them in this moment of need. From here came the idea of offering them a ‘Fold Aide’. Thus emerged the ‘Fold Aide Box’, which is not merely a storage space for the iron, but can also be opened up like a board with flaps to help them fold the freshly ironed clothes.
Give some indication of how successful the outcome was in the market
Sales of Bajaj Majesty Iron in its special packaging saw a dramatic rise. Units with the special packaging were sold out faster than we had anticipated. Distributors report incidents where consumers came into retail outlets and asked for the product by name and the design idea.