To revive the declined sales of Kohinoor Gravies, the client requested a television commercial. Post research we realized that a film would be futile since the bottles resembled pickle bottles. What they actually needed was a better packaging idea. But they did not have the budgets to recreate bottles. So we ‘packaged the package’. We created a book-like package for each bottle, wherein the bottles were hidden in a book that told its tale.
The Kohinoor Readymade Gravy project was a collaborative effort of a creative team consisting of Kapil Dhawan, Arnab Chatterjee, Antara Aneja, Shantanu Suman and Udayan Mondal.