What makes a child pick a certain crayon pack vs the other?
Scope Of Work: Market Research, Brand Strategy, Consumer Understanding & Psychology, Product Packaging.
Kokuyo Camlin is a legacy brand that has defined what stationery means to multiple generations of Indians. Everyone has some memory or association with it. So when Kokuyo Camlin’s CMO, Rishi Kakar, reached out, it was a dream come true for CC.
This time the brief was a very simple, change the kid’s crayon packaging. But only if the answer was that as simple as the ask.
The project demanded extensive consumer study to understand why a child chooses a particular product, and what truly drives that decision. Almost a year later, that insight-led journey resulted in a completely refreshed packaging range for the entire kids’ portfolio of Camel.
SKIP TO THE VISUALS
THE MARKET GAP
What excites kids? How do they decide what they want? What is new?
The Indian stationery and crayon market is worth over ₹4,000 crore and is dominated only by four major brands. Among them DOMS, which only entered in 2005, rose rapidly despite competing against legacy players.
They got FOUR things absolutely right. Product innovation, a distinct brand, exciting packaging, and powerful distribution. Naturally, DOMS quickly became the preferred choice.
Shopkeepers preferred displaying DOMS because of the high margins and its growing popularity among children. Which raised the question the whole project turned on.
