Partnering with Ghadi brand on its aspirational journey foraying into Machine wash detergent.

The Background
India is a nation of aspirations where the socio-economic class of people keeps evolving every day. With the rising income, more and more people are switching to means that make their lives convenient. The washing machine is one such appliance that is growing in terms of usage for doing the most mundane chore of washing clothes. Ghari detergent, the most popular and largest washing detergent brand in India realised that significant share of its target audience, the masses of India are moving towards the Washing Machines for two key reasons, a convenient way to wash clothes and to maintain the quality of their clothes.

Being the leader that they are in the detergent category, the driving force at RSPL Group is to understand the consumer needs and develop their brands to fulfil the consumer aspirations. They aim to give superior brand experience and best value for consumer’s money. So the new detergent specifically created for machine use was an obvious next step. We have been a strategic change partner for Ghari since its first relaunch of the flagship Brand, So the challenge of creating a distinctive brand identity and packaging for this new Machine Wash came to us.

The Strategy:
The new Washing Machine Detergent Powder “Ghadi Machine Wash” is the extension of existing brand “Ghadi” and will cater to rapidly growing Washing Machine Specific Detergent market.
The objective was to create a unique identity and characterise it through a persuasive packaging design for the consumers. Aspiration being the core of the Machine wash detergent, we zeroed in on a colour that was not only aspirational but also an uncommon in the category. Lavender has this magical aura around it, a sense of familiarity and mystique. The strategy worked well with the addition of Lavender essence to the formulation for the fragrance.

The Visual Identity:
While the objective was to upgrade the consumer, we wanted to make it very clear with the visuals that the detergent is meant for washing machine. To focus on the ‘Machine’ aspect, we played around with the texture and shapes of the washing machine inner tub. An image of the washing machine was added on the front to emphasize more on the ‘Washing Machine’ aspect and to make it very clear and straightforward, even without reading the name of the product.
We made an easy to understand ‘Lavender Fragrance’ mnemonic on the top front of the pack so the buyers are attracted with this bonus feature.
The punch line of Ghadi, “Pehle Istemal Kare Phir Vishwas Kare” (written in Hindi) was retained as it is the most precious asset of Ghari brand. To highlight the product features and to make them easy to notice and understand. We developed mnemonics for each feature with graphical illustrations on the back of the pack.

The brand ‘Ghadi’ stands for well researched and ever-evolving excellent products giving the best value for money, and new ‘Ghadi Machine Wash’ is not just a detergent it’s a smart choice and creating that identity through our packaging design was intriguing indeed!

ClientRSPLServicesBranding and Packaging Year2018