Top Story


Home >> Advertising >> Article

Creativeland Asia creates a packaging success story for Parle’s Hippo

Font Size   16
Creativeland Asia creates a packaging success story for Parle’s Hippo

It is not everyday that one comes across packaging contributing to a large extent to a brand’s success story. Parle Agro’s snack brand Hippo is one such case study. The innovative packaging done by Creativeland Asia has helped Hippo stand out amid the clutter, and that too without any high-intensity outdoor or TV campaigns.

Launched in June 2009, Hippo is Parle Agro’s first foray into the health snacks business.

Sajan Raj Kurup, Founder & Creative Chairman, Creativeland Asia, explained, “At Creativeland, we have ingeniously developed our very own packaging and nomenclature design technique, which enables us to approach every assignment with utmost clarity and deliver in the market. Hippo is a great example of how we have seamlessly integrated and leveraged the marketing strategy, design and communication capabilities. Right from the name to its packaging design to the communication around it – all have been created under one roof.”

Elaborating on the strategy adopted for Hippo, Kurup said, “The competition was loud, chaotic and cluttered. So, Hippo decided to be simple. The challenge for Creativeland Asia was unique as the design had to complement two things – the character and its tone. And, of course, it had to be clutter-breaking, especially when we consider the loud colour preferences in India. One of the references for the packaging was the Bangkok taxi. These taxis are simple and single-coloured, making them look so unique and easy to spot in the hustle and bustle traffic of Bangkok.”

He further explained, “The packs had to look clean. Thus, simple yet attractive colours were carefully chosen. The unusual, black-coloured Hippo character upfront on the pack was another path-breaking step since black, till date, was uncommon in the food category. The colours and the character did wonders to the packaging. Colours made the pack distinctively attractive, while the ‘innocent’ Hippo character made the packaging adorable.”

Speaking on the response received by Hippo, Nadia Chauhan, Joint Managing Director & CMO, Parle Agro Pvt Ltd, said, “It’s been nearly seven months since the brand was launched and by now we have a national footprint. The response has been very good following the launch and we have exceeded our expectations in these seven months. We also opened four factories since the production began. Moreover, we have spent a lot on product packaging as well.”

Chauhan added, “We will soon come out with a TV campaign for Hippo. We have just launched a ‘chatpata’ variant to cater to Indian taste buds for which we carried out a lot of sampling activity and retail visibility.”

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...

At the “Dentsu Aegis Network-exchange4media Digital Advertising Conference,” Abrol shared insights on how digital is transforming the way they operate and grow

The Dentsu Aegis Network-exchange4media Digital Report 2018 that was unveiled on January 16, 2017