Paper boat

MMM 13 – Integrated Marketing Communications

HOW IT STARTED
 PaperBoat was started by 4 friends Suhas
Misra, James Nuttall, Neeraj Biyani and
Neeraj Kakkar in 2011 as Hector Beverages in
Gurgaon.
 Launched as an inexpensive alternative to
“Red Bull”
 Started as a search for a traditional Indian
recipe for a American partners parents.
 Impossible to source a drink of Indian origin in
the nation’s restaurants.
 Puzzle why nobody of coming to the market
with a traditional offering
ROOTING FOR TRADITIONS
 1st year was spent in getting the recipes
right in a country like India
 Getting the right kind of message over the
advertising medium
 Contemporary recipes in a hygienic
environment
 Uprooted the “fizz” and “pop” monopoly
 Tapped into the customers not on “dark
colas” and “aerated drinks”.
 Authentic taste of various parts of India
 Strategy proved successful
BRAND BUILDING
 USP : Underlying appeal to childhood
memories
 Taste of culture and ethnicity
 Connecting with one’s Indian roots

 Paper Boat is known for its line of

traditional Indian drinks and juices. It
has sparked an emotional connect with
it’s target audience and created a
sense of belonging with it’s story-
telling content. It’s content revolves
around nostalgia and simplicity, thus
prompting memories of childhood
amongst the crowd.
COMMUNICATION MESSAGE
 Consistent messages consisted of
 A. Messages in print that reminded of
childhood hobbies and habits
 B. Music /audio relating to childhood
programs
 C. Connecting with television programs
like “Malgudi days” reminder of the past.
 D. Recollection of the innocence of
childhood and authenticity.
ADVERTISEMENT
 PRINT AND TELEVISION
 - 1st campaign - Life is still beautiful, simplicity of
childhood of memories of playing with paper boats
in the rain.
 Nostalgia of good old days and combining brand
philosophy of “Drinks and memories”
 Aptly titled – “A Trip down memory lane”
 Usage of old films and portrayal of characters
from the past.
 2nd campaign – “Jab Bacche thye”
 Montage of childhood memories
OTHER CAMPAIGNS &
PROMOTIONS
 HUM HONGE KAMYAB – Motivational encouraging
Indians to achieve their dreams - Youtube
 THREE STORIES – WAITING FOR MA – stories of
childhood novelty and impatience – Saluting India’s
unsung heroes.
 RIWAN – KEEPER OF THE GATES OF HEAVEN – Brand
attempt are fictional story telling
 HOPE THE BOAT – journey of a paper boat from a
puddle to the ocean – optimism on display
Traditional Marketing
 Although the campaign targets people from the age of
20-40 years, but those of us who have grown up sipping
aamras in our childhoods, definitely have a sense of
sentimentality towards the brand.

 BILLBOARDS : Channel of traditional medium, OOH Ad

Media Choices
 TELEVISION : A series of TVC’s ran on the launch of the
drink, to ignite feelings of childhood and reminiscence. One
such advert that was used to spark these emotions is as
follows:

 PRINT AD : From magazines to newspapers, PaperBoat ran

across all channels to create buzz but not once did it waver
away from its tonality. It never betrayed it’s imagery and
always stayed true to it’s identity of unique yet familiar.
Latest AD and product
innovation
DIGITAL MEDIA
 YOUT TUBE VIDEO :
https://www.youtube.com/watch?v=6dZ7b7Bimrc

 FACEBOOK : With 265,210 followers and 266,344 likes

on Facebook, Paperboat has created it’s own fan base
on the digital spectrum. From engaging content to
attractive rewards, Paperboat has come up with a lot of
exciting ways to entice its target audience.

 TWITTER : With a decent amount of tweets to its name,

Paper Boat definitely knows how to storm twitter- by
engaging the audience to manufacture User Generated
Content (UGC).
INSTAGRAM
19.8k Followers, 144 Following, 611 Posts
ANALYSIS OF PAPER BOAT’S
STRATEGY
 Consistent Communication
 Matched with consistent Product Strategy
 Brand Building efforts
 Unique appeal and innovative Advertising Strategy
 Perfectly times for a modern India, confident of
embracing their traditional roots with a
contemporary twist
 Integrating the whole of India, storyline
demonstrates Indianness
 Indian shared a common goal – North-South-East-
West
FINAL TAKE
 PaperBoat definitely has it’s target audience in
place.
 it keeps them entertained with heartwarming,
emotion-sparking communications.
 They touch the right chords and know exactly
which ones to strike.
 Use of nostalgia to drive commercials and an
omnipresent digital existence.