The brand name Paper Boat and the tag line, 'Drinks and Memories' is aimed at re-connecting the consumers to their childhood.

2. Paper boat
Presented By:
Vikram Kumar(22200338)
COMP30390

3. HOW IT STARTED
 PaperBoat was started by 4 friends Suhas
Misra, James Nuttall, Neeraj Biyani and
Neeraj Kakkar in 2011 as Hector Beverages in
Gurgaon.
 Launched as an inexpensive alternative to
“Red Bull”
 Started as a search for a traditional Indian
recipe for a American partners parents.
 Impossible to source a drink of Indian origin in
the nation’s restaurants.
 Puzzle why nobody of coming to the market
with a traditional offering

8. Idea conception
 The founders found that there was no availability of
the traditional Indian drinks in the market.
 Instead the market is dominated by fizzy drinks.
 To bring a product line which introduces the Indian
market to the different drinks from across the country
 The idea was to connect these drinks to the memories
of people who grew up enjoying these drinks.
 And also serve the growing beverage market a product
with NATURAL ingredients.

10. BRAND BUILDING
 USP : Underlying appeal to childhood memories
 Taste of culture and ethnicity
 Connecting with one’s Indian roots
 Paper Boat is known for its line of traditional Indian drinks and
juices. It has sparked an emotional connect with it’s target
audience and created a sense of belonging with it’s story-
telling content. It’s content revolves around nostalgia and
simplicity, thus prompting memories of childhood amongst the
crowd.
 Unique packaging

12. Funding:
 The company has been funded by some of the most
recognized VC's which found the whole concept of
promoting traditional Indian drinks in its natural form to
the customers and rekindling the customers nostalgic
memories of childhood.
 CATAMARAN VENTURES
 SEQUIA VENTURES
 FOOTPRINT VENTURES

13. ADVERTISEMENT
 PRINT AND TELEVISION
 - 1st campaign - Life is still beautiful, simplicity of
childhood of memories of playing with paper boats
in the rain.
 Nostalgia of good old days and combining brand
philosophy of “Drinks and memories”
 Aptly titled – “A Trip down memory lane”
 Usage of old films and portrayal of characters
from the past.
 2nd campaign – “Jab Bacche thye”
 Montage of childhood memories

14. Traditional Marketing
 Although the campaign targets people from the age of
20-40 years, but those of us who have grown up sipping
aamras in our childhoods, definitely have a sense of
sentimentality towards the brand.
 BILLBOARDS : Channel of traditional medium, OOH Ad

17. ANALYSIS OF PAPER BOAT’S
STRATEGY
 Consistent Communication
 Matched with consistent Product Strategy
 Brand Building efforts
 Unique appeal and innovative Advertising Strategy
 Perfectly times for a modern India, confident of
embracing their traditional roots with a
contemporary twist
 Integrating the whole of India, storyline
demonstrates Indianness
 Indian shared a common goal – North-South-East-
West

18. FINAL TAKE
 PaperBoat definitely has it’s target audience in
place.
 it keeps them entertained with heartwarming,
emotion-sparking communications.
 They touch the right chords and know exactly
which ones to strike.
 Use of nostalgia to drive commercials and an
omnipresent digital existence.