From the insight that our potential consumers felt folding of ironed clothes cumbersome, developed the idea of offering them a ‘Fold Aide’. As the ideation process progressed it became increasingly clear that the solution could not take the form of an audio visual experience or a piece of literature. The ‘Fold Aide’ needed to be present with the consumer every time the iron was used. The obvious choice then was to incorporate this in a special packaging. So developed the ‘Fold Aide Box’, something that not only stores the iron but can also be opened up like a board with flaps to help them fold the freshly ironed clothes. The design worked as an on-shelf idea, in terms of attracting consumers and inducing them to make a favourable purchase choice at the shop level. In-shop conversion was most critical because of high product parity in the market.

The special limited period packaging design was a huge success in the test market of Bombay and saw the entire 2,500 units going out of stock in a period of 1month. The sales of Bajaj Majesty Iron increased by 11% in this period compared to other months. Incidents were reported where consumers went into retail shops asked for the product by name and insisted on the special promotional series when showed the same product with its original packaging.