How do we make every Indian kitchen fall in love with us?
What was the objective?
The Sideways Approach
Our efforts to change the consumer perception of glass began on various fronts.
Making everyday meals special with Larah
We also helped the brand test the new proposed designs with a simple app. On the app, people had to swipe right for the designs they liked and swipe left for those they disliked. From internal teams to distributers to consumers, the brand team was able to get feedback on the designs from various stakeholders so that the most favoured designs could go into the market.
We realised that in order to grow, Borosil would have to compete not only with other glassware brands but with another sector entirely - Plastic
So, we decided to pitch Borosil as a better, healthier alternative to plastic.
We started with the most important product - the ubiquitous lunch box. It’s something that every Indian can relate to and a major part of every office-goer’s life. Since most people carry their lunch to work in plastic containers, we explained how even high-grade plastics leak chemicals into your food and gave people an alternative: The Borosil Hot ‘n’ Fresh which keeps food fresh and chemical-free.
Taking the health and sports association even further, Borosil has now also partnered up with the Haryana Steelers, one of the frontrunners in the Pro Kabaddi league. A series of social media videos were created to announce this association that showed how Borosil plays a part in the training regime of Haryana Steelers.
Creating new product designs
Making heroes out of the people who make the glass
Adding function to form
Driving usage through an online storefront
Where do we go from here?