Problem

Haldiram’s enjoys a dominant position in packaged traditional savouries in North India. But cookies don’t naturally fit into its repertoire. The challenge was to use packaging to bring the brand and product territories closer, and win consumers to accept the shift.

Strategy

The imagery of cookies, in urban India, rests on a tradition of local bakeries making ‘western’ products that were Indianised, or have come to be seen as Indian. The memory of these—for they are fading—is embedded in the minds of mature consumers, like those looking for festive season giftables in the better shops. The strategy was to access these memories, and connect Haldiram’s with it via its history (established 1940, New Delhi).

Design

The Baked Bites giftable is the brand’s icon. Its metal box (or ‘tin’) provides the perfect canvas to depict Connaught Place, a market iconic of the Raj, and remains relevant today. The watercolour representation gives it an unmistakably nostalgic voice. The period style brand unit, reinforced by the silk ribbons, complete the picture.