I was at a restaurant with my grandparents some time back and on the table besides us sat new parents with a baby. She would crying time to time, just enough to get her parents’ attention.
My grandmother, who was really good at craft, made a double paper boat with the tissue and gave it to her. Nostalgia. I remembered how fun it used to be to make boats out of used pages. That’s one word Paper Boat’s brand identity is centered around.
Founded by Neeraj Kakkar, James Nuttal, Suhas Misra, and Neeraj Biyani in 2013, Paper Boat was valued at $203 million in 2022! With western carbonated drinks dominating the shelves, Paper Boat struck a chord by formalizing Indian local drinks.
And a lot of its marketing is based on its branding as well.
2 Major Pillars
Paper Boat’s Branding:
Paper Boat’s marketing strategy centers around the concept of making the product the hero. They don’t just sell a drink; they sell a memory, a story, a slice of India’s heritage through nostalgia. Nostalgia-based marketing taps into consumers’ emotions by reminding them of cherished past experiences.
This approach works because it builds a sense of comfort, trust, and familiarity, which can drive brand loyalty and make products feel more meaningful to consumers. Paper Boat fits the “Innocent” archetype, characterized by simplicity, nostalgia, and a focus on happiness and positivity.
1. Nostalgia as the Core Theme
Paper Boat’s branding revolves around nostalgia, capturing the essence of Indian childhood through traditional beverages like Aam Panna and Jaljeera. This makes the brand a connection to the past.
2. Minimalist and Quirky Packaging
With playful illustrations and minimal design, the packaging is eye-catching and functional, playing on both aesthetics and convenience.
3. Storytelling in Campaigns
Paper Boat uses storytelling as the core of its marketing, with emotional campaigns paired with traditional beverages that transport consumers back to cherished childhood moments.
Paper Boat’s Packaging:
The packaging helped the brand to stand out in the shelves.
- Unique Stand-Up Pouches:
Unlike traditional glass bottles or plastic containers, Paper Boat uses flexible, stand-up pouches for its beverages.
These pouches are lightweight, portable, and easy to use, which appeals to modern, on-the-go consumers.
- Design Focused on Minimalism and Quirkiness:
The pouches have clean, minimalistic designs, often featuring playful illustrations and text.
This simplicity allows the traditional drinks to stand out while maintaining a modern aesthetic.
- Sustainability and Practicality:
Paper Boat’s packaging is designed to be both eco-conscious and convenient. The pouches use less plastic than traditional bottles, reducing environmental impact.
The packaging is also easy to carry and store, making it practical for modern lifestyles.
Furthermore, they didn’t leave the bottom of the packaging empty, adding to the quirkiness of the brand!
In fact, they launched 11 flavors at once, including Aam Panna, Anar, and Chilli Guava, simply because once you pick one of the flavors, you might want to try others as well! This meant that the consumer would buy multiple products at once, resulting in increased sales.
Also note how all the drinks have an Indian name to it, as the drinks were named in our childhoods. For instance, the mango drink is called Aamras, though the product is essentially similar to Maaza and Slice.
But just by changing the name, it appeals to memories of past days and an urge to live that again through this drink. Through all of this, Paper Boat’s branding and product differentiation have remained consistent pillars of their strategy.
STP Analysis
Segmentation:
Demographically, they target middle-class and upper-middle-class millennials and Gen Z consumers, who have grown up with traditional Indian flavors but now seek modern, convenient ways to enjoy them. Psychographically, they appeal to individuals who value authenticity, health, and a connection to their cultural roots.
Geographically, they initially focused on urban areas in India, then expanded internationally to tap into the Indian diaspora globally.
Targeting:
The brand zeroes in on millennials and Gen Z consumers with disposable income who are looking for healthier alternatives to sugary sodas. Their products cater to individuals craving nostalgic flavors but presented in modern, convenient packaging.
Positioning:
Paper Boat’s tagline – “Drinks and Memories” – reflects their strategy of offering “memories in a bottle,” focusing on nostalgia and authenticity. Unlike mass-market beverages, they present themselves as a brand that evokes emotion through simple, health-conscious products.
However, one digression the brand made was introducing snacks and a line of products for kids. The move seemed to be more related to expanding SKUs and revenue, which went away from is original positioning – instead of selling drinks for millennials, it is now also trying to offer drinks for kids, which are 2 completely different demographics.
Promotional Strategies
Paper Boat’s ad films have always appealed to emotions through storytelling and nostalgia. Their first ad film was penned and narrated by Gulzar, integrating Malgudi Days – what could be more nostalgic than Malgudi Days?!
Some of our childhood memories have been a shared experience across the country. So, Paper Boat created the same ad films in different languages, to add an extra layer of relatability:
They consistently use digital marketing to engage their audience, particularly through social media campaigns that evoke childhood memories. Paper Boat’s digital marketing game is strong, particularly on Instagram and Facebook, where they focus on user interaction and engagement.
I love how their Instagram looks – just like a comic book, taking me back to my Tinkle days! Nostalgia at core.
They hardly mention the products; the content’s core is interactive stories and anecdotes which makes it highly relatable and engaging. To make their marketing efforts successful, they needed to be present in stores for people to buy it. But the FMCG space is highly competitive.
To tackle this, they adopted several approaches:
- Partnering with supermarket chains like D-Mart in Tier-1 cities
- Collaborating with Indo Nissin to leverage their distribution
- Setting up shelves in coffee shops like Barista
- Partnering with hotel chains and airlines to offer their products
With this, Paper Boat is now available in 20,000+ retail stores across the country with an online presence on e-commerce and quick-commerce sites as well.
In a Nutshell
Paper Boat’s marketing strategy is a masterclass in how to build a strong brand by blending nostalgia with modernity. They have tapped into the collective memory of Indian consumers, creating a strong emotional bond with the brand. The brand’s appeal isn’t just in the flavors it offers but in how it makes people feel connected to their roots.
Key Takeaways from Paper Boat’s Marketing
Use nostalgia to build emotional connections by tapping into shared cultural experiences and memories.
Differentiate through packaging and product presentation that aligns with your brand’s values while standing out on shelves.
Incorporate storytelling in campaigns to create memorable and relatable experiences for your audience.
Leverage modern platforms like social media to engage and interact with consumers, focusing on emotions rather than products.
Utilize partnerships and distribution channels to enhance visibility in competitive markets.
