Results and Effectiveness

The special limited period packaging design was a huge success and saw the entire 2,500 units going out of stock in a period of 1month. The sales of Bajaj Majesty Iron increased by 11% in this period compared to other months. Incidents were reported where consumers went into retail shops asked for the product by name and insisted on the special promotional series when showed the same product with its original packaging.The success of the idea has since initiated a client consideration of the financial implications of continuing with the special packaging as a standard.

Creative Execution

From the insight that our potential consumers felt folding of ironed clothes cumbersome, developed the idea of offering them a ‘Fold Aide’. As the ideation process progressed it became increasingly clear that the solution could not take the form of an audio visual experience or a piece of literature. The ‘Fold Aide’ needed to be present with the consumer every time the iron was used. The obvious choice then was to incorporate in a special packaging. So developed the ‘Fold Aide Box’, something that would not only store the iron but help make the consumer’s experience better. The design worked as an on-shelf idea, in terms of attracting consumers and inducing them to make a favourable purchase choice at the shop level. In-shop conversion was most critical because of high product parity in the market.

Insights, Strategy and the Idea

Bajaj needed to increase sales by a retail activity in a market where product parity was the reality. In the process the brand ethos of caring and innovating for consumer’s benefit also needed to come out. In India the brand has existed for a long time and has over the years built up a reputation of trust and quality. Observations showed that in India most people who iron their own clothes while being adept at it found the act of folding the same cumbersome. The experience thereby was always looked upon as an unpleasant chore. The ability of solving this problem could make the brand more relevant in the consumer’s minds when it came to the buying decision and help the client get a clear advantage over the competition.