For Borosil, we embarked on a massive campaign to reposition and reinvent one of India's largest kitchenware brands. It was one that combined product design, digital and strategy.
We were tasked with helping Disney penetrate the distribution system in mass India by creating a toy for 5-8 year olds. It would disrupt the unorganised distribution system and be sold in a neighbourhood stores as well as a large toy store like Hamleys.
Due to Imagica’s location – between the cities of Mumbai and Pune – they found that people from neither of these cities adopted it as ‘their amusement park’. Imagica’s convenient location was, surprisingly, working against it. Our goal was to get the citizens of Maharashtra’s two largest cities to adopt Imagica and make it their destination of choice for day-trips.