Praanapoorna Natural Cleaners- An Advertising Campaign

Shreya Dhar

13 min readApr 11, 2021

BRIEF

To design a promotional campaign for a product that comes under commercial communication

TEAM MEMBERS

Raageshwari Kandaswamy|Sindhura Padakandla|Soha Thakar|Simleen Virdi|Shreya Dhar

1. Topic Research & Scenario Study

About our brand PraanaPoorna

PraanaPoorna is an organic brand that started with the only motive of selling clean natural household cleaners. Its cleaners replace all chemical cleaners and are made with locally available raw materials. It is biodegradable as the process waste is compostable and the wash water usage can be significantly reduced with its use.

Why PraanaPoorna?

We chose Praanapoorna because it's organic and eco-friendly as compared to other cleaners in the market which are harmful to the environment. Also, It’s USPs like Zero Biodegradable Waste • 100% Natural• Uses Essential oils• Handcrafted• Affordable and it uses repurposed bottles that can be returned for discounted rates. were what attracted us to choose this over our other options like elephant poop paper, agarbattis, hemp bags etc.

Our strategy

Our strategy for the campaign advertising for the range of Natural cleaners of ‘Pranapoorna’ would be to market the unfamiliar idea of using eco-friendly cleaners that are used in daily households over using cheap non-organic products that produce a lot of froth and hence pollute the environment in some way or the other. The awareness of the existence of such products can help Pranapoorna do better as well as advocate its thinking of a sustainable life amongst all.

SWOT Analysis

Product & Service Research

PraanaPoorna is a brand of natural cleaners that believes in sustainable and ethical practices and work towards encouraging the same in the community. It manufactures its products by employing locals and helps to empower women by conducting workshops on how to make cleaners.

The Bangalore based initiative started when the founder Mrs Smitha couldn’t find a safe cleaning alternative to the conventional cleaners which were extremely harsh on her daughter’s skin. As a result, she found out about natural cleaning agents and started making her own range of cleaners which are made with all-natural ingredients and minimal processing.

Praanpoorna provides a range of natural household cleaners(Toilet/Floor
cleaner, Detergents, Kitchen Scrub etc). They use existing glass and plastic bottles to package their cleaners to not contribute to waste generation. Additionally, they have collaborated with a home delivery service that delivers refills to reduce packaging waste

Market & Competition Research

Praanapoorna is the only natural cleaner brand. Thus it has to compete with conventional cleaners that are established in the market.

Natural cleaners or organic cleaners are considered a new product in the market and not many brands exist. but the existing competitive brands are either expensive or are not handcrafted which is the USP of PraanaPoorna. Some of its competitors are Vedi Herbals and BubbleNutWash.

The Market we would be catering to would be starting from the people in the age group of 25 years as that is normally when the Indian audience starts living independently till 40 years as that is essentially the age till when fresh ideas are actually acknowledged and then considered viable.

2. User Study and Survey Analysis

Conclusion Of The Survey

The target age group is between 25–40-year-olds whose income is over six lakhs per annum.
People who are vaguely aware of sustainability and want to do their part as customers.
People who are open to change.
People who are responsible for taking care of their family and their’s wellbeing.

Vis a Vis on mail WITH THE OWNER DR. SMITHA

So since it would have started as a small firm how did you reach out to larger masses, except for the word of mouth?
We had to create the product category. first, we started with Do it yourself demos in all possible community fairs, we got stalls free as we were teaching consumer to become self-sufficient.This built trust as we kept the process transparent We regularly conducted workshops too and created more people who could market this product also our competition as most. Next, we wanted to start a mass movement so started training NGOs and self-help groups and now after three years, we can guarantee to buy back.
My story got covered in better India and at the same time they listed our
products on their shop and help with marketing the idea of natural
cleaners
Do you have your own retail/pop up shop or have you previously
considered having one of a specific look/feel? What would it be?
We don’t plan to have our own shop. We bulk supply to other brands for
re-bottling or sell in dispensers to reduce packaging specific look n feel
should be reusable containers and paper boxes -sustainable packaging
with nil disposables
Also during your workshops, are there any strategies you apply to
market your goodwill better, so more and more people from the
the workshop can spread along with your message of an ecofriendly
an environment like a chain reaction?
Yes, we encourage them to conduct workshops or train NGOs near
they and we publish on our network Facebook community created
with page .me/BioenzymeLocalProduce.We buy back base enzyme
from the NGOs creating income

3. Communication Content & Strategy

Ascertaining Problem Area

Lack of a set (specific) visual language for the conveyance of brand and its products.

Proposed Tool of Solution

Praanapoorna lacks a good aesthetic and even a retail shop. As it is opened by a person of meagre means, Even the reach isn’t doing that well within a larger audience. The brand was never formally introduced well in grocery stores in malls, so it never actually got a grand opening for increasing its sales. The only places it has been opened are fests and markets that promote sustainability which only bring about the nature conscious audience whilst our motive is to make everyone concerned about nature. It hasn’t worked with print media advertising and only works on social media platforms which aren’t visually reassuring for a person to buy it.

Hence, we had many tools that we could juggle around with and make PraanaPoorna do better in the market.

Communication Campaign

Physical Medium
An Interactive stall would be placed in a Big Bazaar of the mall to introduce the product range to everyone. The area will have floor posters which will help as signage while cloth posters will be hung around the vegetable and citrus sections of the mall which will direct them all to the stall. The stall will have a mood board inspired infographics, a wide product range with combo kits and a digital GIPHY poster.
Print Medium
A newspaper advertisement series with four variations of different products will have a sample sachet attached to encourage more and more people to use it themselves and then put their trust in the brand. Also, hoardings near bus stands help people of all strata to know about it.
Online Medium
A well planned out Instagram feed with three/four rows to introduce the product well in the online space.

4. Visual Design Strategy

How to say?

Moodboard/References for the feel of the brand
Copy and Taglines Ideas
Typographical elements
Illustration styles
Colour palette

5. Ideations and concepts

6. Final Visual Collaterals

Interactive Stall in the Big Bazaars of Malls

BACKGROUND

The stall will have a citrus peel inspired form covering the wooden frame of
the stall. The products would be put on display along with a digital poster
and a mood board. The products used would be displayed i.e, citrus peels,
shikakai, jaggery and soapnuts. A desk for queries and samples would also
be put up.

To engage the audience, we introduced samples, incentive, demos, mood-
board to make them blend with the strategy. It creates a wow factor among the audience after going through the entire experience

IDEA

Our priority is to promote our brand’s existence. A pop-up stall in a mall
attracts the largest possible crowd and hence it creates a high impact on
other audience in spreading the word and boost the influence in real life
platform. The concept has great potential with its unexpected and limited
time nature which makes it stand the test of time

EXECUTION

A stall would be placed in malls where people can view the products, get free sachets and also ingredients used in the product. A stall would help spread the brand word by mouth.

Stall Infographics in the Praanapoorna Stall

BACKGROUND
Our priority is to spread “Simplify and highlight” due to too much
information that customers find difficult to perceive, people don’t know
what is the right organic brand to choose. We decided to spread awareness
about sustainable cleaning with Praanapoorna.

IDEA

We created a mood board style infographic that strikes the string of
Praanapoorna which is “we are rooted at sustainability”. The chunked
boxes of information are easy for people to interpret what we want to say.

EXECUTION

The infographics will be placed on the inside wall of the curved stall that
would let people around read more about the brand, its pros and its previous interventions.

Digital Poster in the Praanapoorna Stall

BACKGROUND

Our priority in advertising in praanapoorna s strategy is not just one but
a variety of natural cleaners ranging from floor to bathroom. To establish or
idea for a present-day modern class, we decided to incorporate digital media in the form of a digital poster.
The design and layout of the poster would be similar to the other collaterals
as it becomes easier for the customers to remember the brand identity and
its products.

IDEA

The digital poster at the stall would attract people from afar. As few
customers would not enter the stall, the digital poster which would be
placed outside the stall will inform them about the brand. The main purpose
of the digital poster is that at one glance, the customer would come to know
about the brand and organic and sustainability.

EXECUTION

The placement of the digital poster will be such that it would be outside the
stall area but would act as a stand for the display of moving images as a poster to attract customers even from a distance.

Recycled Cloth Poster around Big Bazaar

BACKGROUND

Since we wanted to capture the brand’s stand in the campaign as well we
wanted to keep collateral that reflects reusing materials. The cloth poster will be made of a waste cloth without a message printed on it.

IDEA

By the use of in-store advertisements and announcements, one can inform their customers of any others in the specific areas of the store that they need to find things.

EXECUTION

This poster will go around a big bazaar preferably near the citrus and
vegetable section as well as the cleaner section which will grab the people’s
attention to our stall and also let them ponder over the question asked. Curiosity leads to a great response in diverting people’s attention towards our cause.

Floor Poster Poster as signage in Big Bazaar

BACKGROUND

For this poster, we thought of using a white A0 size poster with a small message along with composition. The ground poster will also act as a smart way of directing people to the stall as signage.

IDEA

Floor decals are not the newest product on the market, but they are now more relevant and useful than ever. Given the rising likelihood that a consumer’s head will be tilted downward at any given time, the ground we walk on may be just the space to get our brand in our customers’ line of vision. If our goal is to get customers to actually see our message, A floor advertisement is placed exactly where our customers will see it

EXECUTION

The posters will be a series of two A0 posters as the size would cover the
maximum of the big bazaar area, one being at the entrance while one can be placed right at the junction between the grocery and clothing section of Big Bazaar.

Bus-stand Hoardings- Introductory Banners

BACKGROUND

An idea that started as the design for a decal of the bottle moulded in a design for the hoarding. We did research some hoardings and we saw that all the hoardings had a minimalist approach in terms of text. So we followed the minimalism and advertised a copy along with the product range.

IDEA

In a country like India wherein, thousands of commuters travel by bus every
day, the use of bus shelters to advertise varied products and services is
exceedingly elective. Bus shelters or bus stops help to increase the visibility
of a Brand by reaching every nook and corner of the city most cost-effectively and economically thus reaching the Target Group on the go. Bus
advertising in India is one of the best outdoor media as they have greater
visibility and assured frequency.

EXECUTION

Hoardings over bus stand also help people of all strata to know about the existence of an affordable natural cleaning brand that would compel people to go back to their roots and continue ancient practices.

A Series of Four Newspaper Advertisements

BACKGROUND

The idea was to come up with four variations for the newspaper ads
advertising the four different cleaners ( floor cleaner, kitchen scrub, toilet
cleaners and handwash).In the advertisement itself, we’ve tried to maximise
our familiarity by making the ad informative along with a sachet. It also
informs the viewer “why they should consider this product”, as the benefits
of the product are mentioned.

IDEA

Newspapers are an influential and a wide reach medium for advertising.
Especially in India as compared to other parts of the world newspapers are
still a popular means of communication.
A newspaper ad is a way of advertising the brand at one’s doorstep. Since a
a consumer can spend quality time, information and story of product gets
noticed to mention.

EXECUTION

Each ad has a different copy based on the product. Free sample sachets are
attached. The illustrations show the ingredients used in the product (citrus
peels, shikakai and soapnuts). The testimonial will come as a series of four in a quarter-page size which will be seen on every alternate page of the newspaper.

Sample Sachets accompanied by newspaper AD

BACKGROUND

The biodegradable cellophane sachets share a similar visual language with
all the collaterals for the cohesiveness of the campaign and familiarity. The
The reason why we chose a front-only sachet design was that as the back gets stuck on while removing it from the paper some amount of info is lost due to the sticking of the newspaper residue.

IDEA

We chose sachets as a strategy for conveying our brand to familiarise people
with the brand as it brings the experience of praanapoorna to the people.
According to our user study cleaning products will be judged on their efficiency so to resolve these doubts we chose this strategy.

EXECUTION

These sachets will come stuck on the four alternate newspaper advertisements and will contain liquids for different products.

Instagram Feed AN INTRODUCTORY FEED

BACKGROUND

Online campaigns are the most convenient communication medium. They
are cost-efficient and have better outreach. For communication mediums, we decided to go for gifs and carousel posts.
These mediums provide more information with more details in a small
timeframe.

IDEA

We chose Instagram as our social media platform because it is lifestyle-oriented and our target audience accesses these websites quite frequently
because of its addictive algorithm of reviewing a customised ‘discover’ according to the users' likings.

EXECUTION

The posts and GIFS will be a part of a well planned introductory/launch
feed on the popular social media platform-Instagram.