ADANI Pickles

A 60 years old Spices brand hired us for a makeover.

We did almost the entire re-vamp.
Almost, because we were not supposed to touch the logo.

ADANI PICKLES :

They had a 18 variant-strong traditional pickles line too.
Our job was to give a fresh look to the brand and it's communication.
We started with re doing the packaging graphics. The challenge was, it was just before Diwali that we were told to do that ! Carrots were a couple of months away and Gunda and Keri (Raw Mango) about six months!
So, photography was out of the game plan (one could have gone for the dummy ones, but the shoot budget with stylists and high level food photographer would have been shot down).

So, the only option left was, that our graphic artists deliver the goods.


What was it that we did different here?

Usually, if you pick up any pickles pack in the mid-price segemnt, the visual representation is made up of big green mangoes, a traditional bone china utensil or the "barni" and a couple of spices in the foreground (usually ground chilli). The TG was both Urban as well as Rural, so a minimalistic aproach would have possibly not created that connect with, especially the rural buyer. Also, the demographics was pretty limited too, mostly Gujarati households who would appreciate the Gujarati shade to the pickle flavour.

Another issue was - usually, the other brands have a lot of space on the front side as all the technical specs are made to appear on the back side of the pack. But here, there was a lot of those specs on the front side as demanded by the client ! So, we had very little place to play around .

We made the designs so that they were crisp, clear and easily decipherable by an urban as well as a rural mind.

Deliverables we did : Display shelves, Packaging labels, POP displays, and Mass media communication.

Shown below are 11 of the 18 variants product packaging we did.

Hope you find them " chat pata" enough !

The problems we were able to crack  with this communication effort :

Till the time the re-branding was not done, these pickles were selling from just one outlet, the company's own outlet. The retailers, although great stockers of the very high selling ground spices from the same brand, were not warming up to pickles in the past.
Our re-designing of the packaging and subsequent campaign designs and executions generated enough momentum for atleast 150 retail outlets in Saurashtra to start stocking and re-ordering the product.

Please take a close look at the label graphics - the Murrabo, Chhundo, Chana-Methi labels in particular ;-)

a close up view of the a coupe of labels..

The 2nd camapaign ....

But, all this re-vamping of packaging etc wouldn't have happened if our first campaign had not created a demand amongst the consumers. It was the pull that was created by the campaign which instilled confidence in the manufacturers that it could be distributed widely too (remember. they were manufacturing a product very similar to the ones made in our homes - almost no additives to preserve etc).

The first campaign, that hit the market and expanded it for this brand was this one :

Simple, yet to the point ! Remember many people giving us a similar feedback " yaar! it made me ask my wife to prepare theplas and eat those with pickles the day I saw your billboard at so and so place !"

This is that first campaign: