With the idea of extending a

FMCG product,
Paper boat was the brand which
fitted the category perfectly.
Attaining popularity and
acceptance in the masses with its
flavors and quality since the past 3
years, as the tagline says, If you
can make people taste memories,
then why not paper boat?
The beverages are produced
using local spices, fruits packed
in single packing with visually
appealing packages. Hence, as the
brand attained a space in the taste
buds we wanted it to enter even
the closets of the customers.

why
paper
boat?
The brand is all about its quality,
flavors and packaging. Its quality
is variant from any other brand
and cannot be compared. Its
flavors add nostalgia to the
customers as the name suggests.
The availability of authentic taste
is what stands outs the brands.
Lastly the handy packaging of the
drinks with doodles on its cover
is visually appealing as well as
easy to carry. Hence this brand is
a complete package for family and
friends.

what it
is
about?
study of
the
brand
 The size of the market is quite
wide as it focuses on Indian as
well as international market. The
brand has a strong international
presence in Dubai, Malaysia, UK,
US and India. In August 2013,
Paperboat started as a brand of
non-carbonated drinks or energy
drinks produced and marketed by
Hector Beverages in Bangalore.
The product consists of traditional,
authentic, indigenous drinks.
At of March 2015, 10 flavors were
introduced.

size
of
the
market
Red bull
Tropicana
Fresca
Real
Minute Maid
Frooti
Mazza

our
competitors
 swot
analysis
 Visually Appealing
Packaging

Strong
Emotion: Nostalgia

Indian
authentic flavor

strength
Accordingly,
expensive to other
beverages. It might
be a hindrance in
sale and factor of
comparison from
our competitors.

weakness
 Growing emphasis
on organic
products.This
acts as a vital
opportunity for the
brand.

opportunity
The change in
policy such as
implementation
of sugar policy in
2016.

threat
 brand
identity
prism
 brand
resonance
model
perimeters
of
brand
extension
 Paper boat, a brand all about nostalgia, authenticity
and culture. A brand known for its Indian flavors has
gathered a soft corner in the hearts of its customers.
The taste of its each drop indeed brings back the fond
memories attached with it. Taking a step further but with
the same concept, we would like to extend paper boat
into a fashion brand. With the increase in technology
and advancement in resources, the 21st century is
influenced by the western culture. As the tagline states,
What is old is new, we would like to bring back the
Indian handlooms but with a modern twist. Giving up
fast fashion and paying more attention to intricacy and
natural quality fabric is what our brand aims at.
The color palette would be earthy and Indian depending
upon the flavors of the brand keeping in mind the
authenticity.
 India as well as
international market
Delhi-
Bangalore-
Mumbai-
Dubai-
Malaysia-
United Kingdom-
United States-
size
of
the
market
.

Females between
the age group of
18-30 years

target
audience
 brand
identity
prism
integrated
marketing
approach
print advertisement
Facebook/
Instagram/YouTube
consists of print
ads, video ads of
AVNI

social
media
Reference Image of similar advertisement campaign by Maggi Noodles.
ad campaign
Childhood memories of
common people sharing
their first stories in
authentic Indian wear with
#memorieskitimemachine

social
media
Reference Image of facebook live and instagram
for the sneak peek.
sneak peek
Facebook Live and
Instagram stories
will also showcase
videos and pictures
of the look book
as sneekpeeks and
behind the scene
footage in making.

social
media
 The logo of the brand and the
color palette of
earthy colors in packaging.

Refrence Image of the type

of packaging for regular and
festive use.
logo
Translucent Indian
motif
packaging
Repetitive Indian
motif with earthy
colors. Material:
Regular Use: Paper
Bags. For festive
season: Khadi/Jute
bags.

marketing
 NOTE
-There will be 2 separate websites for Indian
market and International market.
- Indian website will have a domain name as
.in with price quoted in INR
- International website will have a domain
name as .com with price quoted in $
website
Layout: Authentic Indian motifs
with earthy colors.
Pop-up box: Register email
address(updates on sales,
new collection,vouchers and
giveaways)

marketing
creative
brief
 Paperboat which was launched in 2013, is the brand of non
carbonated beverages and energy drinks produced and marketed
by hector beverages. The product consists of traditional,
authentic and indigenous Indian drinks which are packed in
single serving and flexible pouches. The beverages are produced
using local spices, fruits, flowers and pulses and some of the
fruits grow in wild such as jamun and kokum.
Paper boat, a brand all about nostalgia, authenticity and culture.
A brand known for its Indian flavors has gathered a soft corner
in the hearts of its customers. The taste of its each drop indeed
brings back the fond memories attached with it. Taking a step
further but with the same concept, we would like to extend paper
boat into a fashion brand, Avni which means Earth.
With the increase in technology and advancement in resources,
the 21st century is influenced by the western culture. As the
tagline states, What is old is new, we would like to bring back
the Indian handlooms but with a modern twist. Giving up fast
fashion and paying more attention to intricacy and natural quality
fabric is what our brand aims at.
The color palette would be earthy and Indian depending upon the
flavors of the brand keeping in mind the authenticity.
background
Facebook Profile of
our target audience.
Target Audience of AVNI is
basically women from the age
of 18 to 24, who are western
and modern and yet rooted to
their culture and traditions.
They are open minded and well
educated. They believe in the
heritage of their culture and
carry that with pride.
The size of the market is wide
based in the sub continent as
well as internationally.

target
audience
According to the Hierarchy of Effect model,
and the current situation of the brand in the
market, AVNI is at the Knowledge Stage
since we are trying to instil knowledge
and awareness in the minds and hearts of
consumers through our Integrated Marketing
approach and PR strategies.
According to the Hierarchy of Effect model,
and considering our market, AVNI would
like to reach the Liking stage since people
are aware of Indian handlooms, AVNI would
like to create liking amongst the target
audience by their modern fusion and twist of
Indian handlooms and western wear.
objective
 AVNI focuses on nostalgia and revival of Indian authentic
handlooms and embroidery with a modern and western twist.
In the modern era, where with the advancement of technology
and fashion, every individual is running after fast fashion.
AVNI takes a break from the stereotypical fast fashion and pays
more attention to intricacy and natural authenticity of fabric
and aims at creating nostalgia by reviving the traditional and
authentic fabrics, handlooms and embroideries which mother or
grandmother of the modern yet rooted consumer of our brand
used to wear.
According to the Maslow Need theory, this brand is a social
need of all the women who are modern, open minded, strong,
confident, casual and western yet rooted to their culture and
traditions and can experiment with something off beat and bold,
since it creates an image of them in the society and helps them
to mix into the peer group of these type of women, thus fulfilling
their social needs.
According to the Laddering concept, AVNI imparts values of
Revival, Authentic Indian and Nostalgia, gives benefit of ready
to wear indo western clothing and has the attributes of Authentic
Indian handlooms and embroideries and earthy colours.
message
 Just like its parent brand, AVNI too
focuses and promises on providing
what they show and state which is
ready to wear Indo western clothing
fused with authentic Indian textiles,
handlooms and embroideries, in an
earthy colour palette, similar of the
colours of the drinks offered by its
parent brand, thus justifying its brand
name AVNI and in high and authentic
quality, jut like its parent brand, Paper
boat.
 why
believe in
this
brand?
 Competitor brands of AVNI are Fab India, Raw Mango,
Masaba Gupta Label and Khadi Gramudyog.
Integrated Marketing Approach of FabIndia usually
focuses on creating different collections such as Darbar
collection, Khadi collection etc and creating illustrations
inspired from the essence of these individual collections
and using these illustrations in their print and media ads
and posters.
Raw Mango recently debuted in Amazon India Fashion
week and did most of its Integrated marketing with the
help of various bloggers, artists, editors and PR persons
present at AIFW.
Masaba Gupta Label also manages most of its marketing
through fashion weeks, word of mouth and promotion by
bloggers, artists, editors and other PR stunts.
Khadi Gramudyog being a government brand does not
really focuses on its marketing but collaborates with
various handloom promotion campaigns.
 about
the
competitors
 Dynamic

Authentic Traditional with a

modern twist

fashion enthusiast

experimental.
 brand
personality
 about
lookbook
 The lookbook would comprise of 8 different looks captured in a raw authentic location.
It would bring out the fusion of traditional wear with a modern outlook to it. The various
looks have one primary segment common i.e THE BINDI, a symbol of power of indian
women but paired with a western looking garment having indian textile.

The looks are as follows :

LOOK 1:
White on white (Palazo and white top) with broad heels.
Ready to wear outfit : Palazo
LOOK 2 :
Tie and die tube dress with boots
Ready To Wear Outfit : Tube Dress
LOOK 3 :
Indigo Palazo with crop top and suspenders with jutties
Ready To Wear Outfit : Indigo Palazo
LOOK 4 :
Dark Violet tribal drape with maangtikka
Ready To Wear Outfit : Drape Dress
LOOK 5:
Checkered Dhoti with white tube top and Pink long scarf and shoes.
Ready To Wear Outfit : Checkered Dhoti and Long scarf
LOOK 6 :
Phulkari jacket with off-white playsuit and gladiators
Ready To Wear Outfit : Phulkari Jacket
LOOK 7 :
White pants with pink brocade crop and traditional with nude wedges.
Ready To Wear Outfit : Brocade Crop Top
LOOK 8 :
Blue dupatta with grey dress with addidas superstars.
Ready To Wear Outfit : Bandani Scarf