THINKING INSIDE THE BOX. by VML Qais Mumbai for PIOMA INDUSTRIES

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THINKING INSIDE THE BOX.

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Industry Soft Drinks
Media Direct marketing, Design & Branding
Market India
Agency VML Qais Mumbai
Designer Ashutosh Karkhanis, Priyanka Khedekar
Released April 2010

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: PIOMA INDUSTRIES
Product/Service: RASNA SOFT DRINK CONCENTRATE
Agency: REDIFFUSION Y&R
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: REDIFFUSION Y&R, Mumbai, INDIA
Art Director: Ashutosh Karkhanis (Rediffusion Y&R)
Art director: Priyanka Khedekar (Rediffusion Y&R)
Designer: Ashutosh Karkhanis (Rediffusion Y&R)
Designer: Priyanka Khedekar (Rediffusion Y&R)
Executive Creative Director. Design.: Ashutosh Karkhanis (Rediffusion Y&R)
Business Head. Design.: Siddhartha Singh (Rediffusion Y&R)
Chief Creative Officer: Sagar Mahabaleshwarkar (Rediffusion Y&R)
Chief Creative Officer: Minakshi Achan (Rediffusion Y&R)
Retouching Artist: Gurunath patil (Rediffusion Y&R)
Executive Vice President: Nisha Singhania (Rediffusion Y&R)
Media placement: Carton - Supermarkets In Metro Cities. India. - 1st March 2010
Describe the challenges and key objectives
The challenge was to convince the parent as well as the child. Have a single solution that works for the dismissive, disapproving, skeptical yet nostalgic parents as well as the fun hungry imaginative kids. Being true to the origins yet contemporary. Depicting seriously nutritious as fun.
Describe the brief from the client
With global players entering the Indian market, the soft drink concentrate brand, Rasna was losing its loyalty base. The core Target Audience of 6-10 years old, considered the brand to be dated, boring and stagnant. Parents perceived it to be artificial and chemically formulated with near zero nutrition. But had nostalgic appeal for the brand and took pride in its Indian origins. The task was to create iconic packaging to redefine the identity, revive the brand, make it relevant to parents who pay for it while tickling the imagination of children who consumed it and strongly influenced the purchase decision.
Describe how you arrived at the final design
We stopped looking at the pack as a container for a soft drink concentrate and started seeing it as a mechanism to tell a story that fulfilled both the parent and the child. For the parent desirous of nurturing the child, we ensured the pack had depiction of fruits and mention of vitamin contents. For the imaginative, fun hungry child each fruit on the pack was portrayed as a humanised face while the reverse of the pack had directions for paper-craft leading to one of 9 unique interactive characters from Indian folklore or mythology.
Give some indication of how successful the outcome was in the market
Within the first quarter of the new packs hitting the shelves, the sales jumped by 24%, the brand awareness scores went up by 90% and relevance scores for both children and parents went up by 150% and 75% respectively.