Point of view: A taste of Indian nostalgia

This article looks at an exciting new entrant into the growing Indian soft drinks market - Paper Boat, a brand launched in 2013, which originally intended to market an energy drink named Tzinga, but instead recreated some of the traditional fruit drinks of the subcontinent as packaged drinks.

Point of view: A taste of nostalgia

Anvar AlikhanJWT

The Indian soft drinks market has been estimated at Rs 650 billion per year, growing at 25-30%. The category is dominated by heavyweights like Coca-Cola, but one of the most exciting brands is Paper Boat, which offers a range of ethnic Indian flavours, like aam panna (green mango) and jaljeera (cumin seed). Paper Boat was launched in 2013 by a team of former Coke executives. Their game plan was to market an energy drink named Tzinga, but that strategy got overturned over lunch one hot summer's day while the founders...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands