Fudkor India: COOLING BOTTLE

Credits & Description:

Category: i. Own Label and Private Label brands

Advertiser: FUDKOR INDIA

Product/Service: FUDKOR AUTHENTIC CHILI POWDER

Agency: TAPROOT INDIA

Date of First Appearance: Jan 5 2011

Entrant Company: TAPROOT INDIA, Mumbai, INDIA

Chief Creative Officer: Santosh Padhi (Taproot India)

Chief Creative Officer: Agnello Dias (Taproot India)

Executive Creative Director: Santosh Padhi (Taproot India)

Executive Creative Director: Agnello Dias (Taproot India)

Art Director: Santosh Padhi (Taproot India)

Designer: Santosh Padhi (Taproot India)

Designer: Ajinkya Bane (Taproot India)

Media placement: Bottle - Supermarket - 5 March 2011



Describe the brief from the client

Good Indian cuisine is often spicy. And all over the country, the spice of choice in each dish is Chilli powder. It remains a staple and a necessary ingredient in every kitchen.



Fudkor India has been a trusted brand in masalas and powders for the last 10 years in the country.

But with new players always springing up, the company wanted to be noticed as a superior product right at the point of purchase (supermarkets, convenience stores, etc.). The customer had to be sold on the fact that Fudkor India uses authentic chilli for its unique, spicy taste.



Describe the challenges and key objectives

In Indian metros, most people prefer to shop in supermarkets due to the choice and comforts available. Thus any communication had to start right from the packaging. But in a rack full of products screaming for attention, how do you grab the interest of a consumer?



At its core, the USP of Fudkor India chilli powder was its hot pungency. Once that point was driven home, it would be obvious that such extreme pungency could only come from authentic, natural, undiluted chilli. And to attract attention, we clearly needed to break through the cardboard barrier of conventional spice packaging.



Describe how you arrived at the final design

A bottle of chilli powder this hot would need cooling down. Which is how we struck upon the idea of cooling it down by immersing it in water.



The packaging would convey the point simply. A bottle containing the chilli powder would be immersed in a larger bottle filled almost to the brim with water. A simple device that instantly communicates the extreme pungency quotient of the powder. And with a double bottle packaging breaking away from usual paper containers, our chilli powder was bound to be the hottest product on shopping racks.



Give some indication of how successful the outcome was in the market

Since the product was stocked in all major supermarkets in metros, Fudkor India Chilli powder became the hottest on shelves at supermarkets in all major metros. Representatives placed at certain markets reported several purchases occurred by arousing the curiosity of the consumers.



Sales of the powder rose by 7%, far surpassing the average competition growth rate. And not only did the sales of the chilli powder rise, the effects resulted in an increased interest in Fudkor’s other products too.



All in all, a packaging idea with just the right amount of spice.