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Festive Spends: Packaging the festivities effectively

Festive Spends: Packaging the festivities effectively

Author | exchange4media Mumbai Bureau | Friday, Oct 16,2009 8:25 AM

Festive Spends: Packaging the festivities effectively

Diwali time is gifting time and festival shoppers have a bewildering fare to choose from. FMCG brands like Cadbury and Dabur and even home grown brands like Haldiram and Bikano have come up with attractive gift packs to suit every pocket. These brands are making considerable inroads into the traditional gifting of ‘mithais’ and dry fruits. exchange4media takes a look at what’s on offer this year.

Cadbury has been very active in the festival gift packs sphere with its Cadbury Celebrations packs, launched in 1992, and has emerged as a strong contender to the traditional gifting of mithai-dry fruit boxes. Every year, efforts are made to make the gift packs more innovative and attractive, suiting all pockets.

A consumer research conducted by the company has revealed that consumers have slowly moved on from traditional to youthful and contemporary gifts, which is what chocolates are all about, the company says in a prepared statement. Research also showed that chocolates are both acceptable and universally liked. Cadbury Celebrations is targeted at consumers interested in gifting and belonging to SEC A and B.

This Diwali, Cadbury has introduced special Bournville gift packs of its premium dark chocolate brand. Also available for connoisseurs of chocolate is the super premium Celebrations Rich Dry Fruit Collection, an exotic range of chocolate covered dry fruits and nuts in various flavours.

These apart, there are the regular Cadbury Celebrations gift packs with an assortment of chocolates like 5-Star, Perk, Gems and Dairy Milk and rich dry fruits enrobed in Cadbury Dairy Milk chocolate.

The Cadbury Celebrations range is priced between Rs 75 and Rs. 600 and is available at all premium retail outlets across major towns in India.

Celebrating 125 years of health and wellness, Dabur India Ltd has introduced a range of special Diwali gift packs of its Réal and Réal Activ fruit juices. In all, Dabur has introduced 11 different gift packs of Réal fruit juices and Réal Activ ‘No added sugar’ fruit juices this festive season, priced between Rs 95 and Rs 320.

KK Chutani, Marketing Head, Dabur’s Foods Division, explained, “Consumers today are becoming extremely health conscious and are looking for healthy and non-traditional gifting options. In this scenario, Dabur’s healthy gifts are a welcome change from the calorie-laden traditional gifting options. Our gift packs offer the best combination of taste and nutrition, and is yet another illustration of Dabur’s commitment towards the health and well being of every household.”

The Réal and Réal Activ Diwali gift packs are available in all premium retail outlets across major towns in India.

Also making inroads are the sweet and salty combo offerings from home grown brands like Haldiram and Bikano. These brands are straddling the traditional in a modern packaging form with the vast array of Diwali gift packs of traditional favourites like sohan papdi, rosogullas and namkeens (salty snacks) like bhujiya, Navratan mix, etc.

A mouthwatering fare awaits buyers thronging the markets and these brands have never had it so good before.

Also read:

Festive Spends: FMCGs eyeing special gift packs to drive sales

Festive Spends: Videocon in exclusive deal with DNA for 30 full-page ads

Festive Spends: White goods marketers eye 40 pc jump in sales during festive season

Festive Spends: Caution is the new normal

Tags: e4m

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