Pause and switch moment

#1

Mrs. Kannan is a 32 year old housewife living in Chennai. She was just blessed with a
baby daughter. One day she goes to the nearby supermarket for her monthly household
shopping. On her way while browsing through facebook she comes across an article
about how floor cleaners have harmful ingredients that could be detrimental to the health
of babies, she explores further and realizes that almost all of the floor cleaners have
such hazardous chemicals. She coughs as she enters the supermarket, tired of all the
pollution that already engulfs the city. During shopping, she goes to the home care aisle,
looks at her usual buy “Lizol”, she hesitates to buy it now, moves ahead and looks at
Nimyle, which promises her 100% natural action on germs, made completely out of
neem leaves and most importantly “baby-friendly”,she decides to switch and give Nimyle
a shot.

#2
The Menon family is sitting on the floor together watching “Ningalkkum Aakaam
Kodeeshwaran”(Kaun Banega Crorepati in Malayalam) and having their dinner. The show
breaks for a commercial. Nimyle’s “Grandma” commercial in the regional language comes
on. Post the ad Mrs. Menon casually mentions how floors are actually important and how
she could see the point of the advertisement. Her son Suresh chipped in saying how he read
that the floor cleaners available in the market have “toxic” elements in them. Mr. Menon
responds by telling them how natural ingredients are the best, the scriptures always mention
medicinal plants like neem and it’s countless benefits. Mrs. Menon is now thinking about
changing her chemical heavy floor cleaner.

Nimyl Pongal creative

Families in south of India have been seen to
use the house floor for various activities like
eating, sitting, working, etc. Floors are
clearly extremely important to them. There is
a strong association with traditional habits
and household floor usage. Hence our
communication must be centered around
the same proposition, also highlighting the
fact that Nimyl not only ensures clean floors
but also ensures a chemical free, natural
and fragrant environment where people
don’t have to think to twice before sitting or
eating comfortably on the floor.
Rapid trial Generation
“The Black Light test”
Kiosks would be put up in high footfall spots in major tier 1 cities, mainly malls and
community centres. These kiosks will have a simple setup including tiles, fluorescent germ
detecting gel, disposable cloth and a handheld blacklight. This test is done to demonstrate
the effectiveness of Nimyle as a powerful herbal floor cleaner. The consumer would be show
a dirty tile with blacklight run over it, showing the germs present. Then the dirty tile will be
cleaned with a cloth soaked in Nimyle solution infront of the consumer. Post this the
consumer will be asked to check the state of germs under the blacklight to show the
effectiveness of Nimyl. Free 20 ml sachets will given to consumers who come to the kiosks
along with a perfume strip which will be scented with the essential oil used in Nimyl, to give
the consumer a semblance of how their homes could smell if they use Nimyl.
New Packaging Concept

“The bottle doesn’t look attractive, I

wouldn’t pick it up out of the rest of bottles in
the aisle.” - Venkatesh, 26.

“The packaging gives a very old and a basic

feel, not impressive at all” – Indira, 43

These are some of the consumer insights

we received during our interactions with the
consumers. This led us to believe that the
packaging of Nimyle should be something
that should be looked at. Hence the idea of
a new concept for packaging. The
packaging we feel should be more modern,
in terms of the shape of the bottle, the
contents of the label and the overall look
and feel of the bottle.
Innovation pipeline for Nimyle.
1.

Nimyle+ will be a range of neem based herbal floor cleaners which will also have the purity of
cold pressed raw essential oils in it. Nimyle+ promises to give your house floors, long lasting
fragrance along with powerful cleaning. It will be available in three variants, Eucalyptus,
Lemongrass and Lavender.
This is following an insight that consumers nowadays look for fragrance in their floor
cleaners and they prefer natural smelling fragrances to the “usual” floor cleaner fragrance.
2.
 Nimyl PRO will be a range of neem based high action bathroom cleaners which
fights germs effectively giving your bathroom a clean, glistening look. It’s activated essential
oils will ensure that your bathroom remains odour free for long hours.
This is looking at the fact that there are no herbal based bathroom cleaners in the segment
as of now. This product could be a welcome addition to a segment infested with toxic
chemical heavy alternatives which are sometimes detrimental to human skin.