Paper Boat: Drinks and Memories

Campaign details

Brand owner: Hector Beverages Pvt. Ltd.
Lead agency: MullenLowe Lintas Group
Brand: Paper Boat
Country: India
Industry Fruit & vegetable juices
Media: Newspapers, Online video, Product sampling, Radio, Television
Budget: 1 - 3 million

Executive summary

This is a tale of how a small, unknown beverage brand rekindled the love for traditional drinks vis-a-vis global brands, and in the process brought to life a slice of history.

'Paper Boat,' a brand from Hector Beverages, set out to create more than a ripple in the cluttered beverages market. A market dominated by big, international carbonated drink brands with financial fizz and marketing muscle, as well as prominent fruit juice brands targeting health and fitness conscious audiences.

The only way to be different and make a splash was to ride on a whole new wave of traditional flavours that are authentically Indian and thereby disrupt the market. Paper Boat did just that, with a deeply insightful strategy and communication that targeted the country's transitional generation, tapping into their nostalgia of childhood memories associated with the unique and unforgettable flavours of traditional drinks.