Credits Corporate Name of Client: Pioma Industries Client Account Director: Maulik Desai Agency Account Director: Siddhartha Singh Agency: WHO ( A Rediffusion - Y&R Group Company ) , Mumbai Design Company: WHO ( A Rediffusion - Y&R Group Company ) , Mumbai Executive Creative Director: Ashutosh Karkhanis Design Director: Ashutosh Karkhanis Art Director: Ashutosh Karkhanis Illustrator: Priyanka Khedekar Graphic Designers: Ashutosh Karkhanis/Priyanka Khedekar Chief Creative Officer: Minakshi Achan Retouching: Gurunath Patil
Basic description of the project: The task was to create iconic packaging to redefine the identity, revive the brand, make it relevant to the imagination of children who consumed it and strongly influenced the purchase decision.
Instead of creating normal packs, which would portray Rasna as just another player in the nutritional drink market, we conceived an idea that got the most mileage by making maximum use of the pack itself. We did this by printing mythological and folklore characters on the reverse of the carton, which came to life in a child's imagination. This made the product appeal to parents and children alike.