Paper Boat Brand is an Indian beverage brand that was created in 2013. The company sells a variety of drinks, including juices, soda, and iced tea.
PaperBoat’s products are sold in India, the United States, and the United Kingdom. PaperBoat’s mission is to “bring back the childhood memories of India through Paper Boat’s range of delicious drinks.”
The company’s products are made with all-natural ingredients, and PaperBoat is committed to using sustainable packaging.
PaperBoat’s products have received a number of awards, including the Gold Medal for Best New Product at the World Beverage Innovation Awards.
About Paper Boat:
In April 2011, four friends Neeraj Kakkar, Suhas Misra, Neeraj Biyani, and James Nuttall started a startup Hector Beverages based in Gurgaon and rolled out Tzinga in Delhi and Bangalore for almost one-fifth of the cost of the biggest energy drink brand in the market, Red Bull.
The drink was a hit at an early stage but soon distribution costs and limited variants of Tzinga became a problem. They needed more production options and breakeven looked like a remote possibility.
But on one hot summer day, when all of them were having lunch together, Nuttall decided to make aam Panna. “Misra used to get aam Panna made by his mother, and it was terrific. That was the genesis of Paper Boat,” says Kakkar.
PaperBoat started with two variants in August 2013: Aam Panna and jaljeera. These were followed by cameras, kalakhatta, kokum, golgappe ka pani and imli.
The drinks are packed in squishy pouches that are easy to carry and are part of the brand’s appeal in urban India.
Hector’s PaperBoat range of drinks currently accounts for 75% of its sales. It’s also one of the few home-grown beverage brands to have tasted success.
Hector Beverages has opened its second manufacturing plant in Mysore to meet growing demand. Hector also sells PaperBoat in the US, Malaysia, Dubai, and the UK, mainly catering to people of Indian origin.
It has also tied up with British supermarket chain Tesco Plc to sell its products in London. The company has also tied up with Indo Nissin, owner of the popular brand Top Ramen noodles, to expand its distribution in Tier II cities and rural pockets of India.
Paper Boat Wiki:
PaperBoat Brand is an Indian beverage brand that was created in 2013 by Neeraj Kakkar, Suhas Misra, Neeraj Biyani, and James Nuttall. Paper Boat’s products are available in a variety of flavors, including mango, lemon, lime, orange, and grapefruit.
PaperBoat also offers a line of sugar-free drinks. PaperBoat’s products are available online and at retailers across India.
The brand Paper boat craft is associated with its focus on delivering an all-natural and traditional product. PaperBoat uses fruits that are locally sourced and in the season to make their beverages.
PaperBoat also does not use any added preservatives or artificial flavors in its products. PaperBoat’s commitment to using all-natural ingredients has earned them a number of awards, including the National Award for Best Food Product.
Paper Boat has also been recognized for its sustainable packaging. Paper Boat’s products are sold in recyclable glass bottles. PaperBoat is also working on developing a biodegradable plastic bottle.
Paper Boat products are available in India, the United States, and the United Kingdom. PaperBoat has plans to expand its international presence in the future.
The Paper Boat Brand is also associated with Paper boat origami. It is a type of origami that is used to make a Paperboat. It is a popular origami project for kids. It is easy to make and only requires a few simple supplies.
It is a great way to teach kids about geometry and fractions.
Paper Boat’s Vision:
The energy drink market is approximately estimated to be Rs 500 crore and growing at 40 percent a year and the company wants to capture a major share in this market.
Paper Boat’s brand proposition is ‘Drinks & Memories’ and with this PaperBoat company endeavors to bring back childhood to those from whom it had been snatched.
Human beings belonging to any age group, each of us has a child within us and has many childhood memorable stories.
PaperBoat, the company that makes drinks one usually has at home like aam panna, golgappe ka pani, jamun kala khatta and kokum, wants us to go back to our childhood days and relive those childhood memories again.
Paperboat Marketing
PaperBoat’s marketing plan is based on nostalgia, childhood, and innocence as a company founded on ancient recipes and memories. PaperBoat, the brand name, and the tagline ‘Drinks & Memories’ are designed to reconnect customers to their youth & childhood.
Their cocktails, such as Aam Panna and Jal Jeera, are popular beverages that their customers grew up drinking, and they have a strong connection with their childhood. The brand’s marketing aims to elicit those early memories and remind consumers of their youthfulness.
The brand image of childhood nostalgia was reflected in a series of basic, emotive commercials for PaperBoat’s television advertising campaign.
The music from RK Narayan’s iconic Malgudi Days was used to compose and perform the ads. Gulzar, India’s renowned poet and lyricist, wrote the first campaign, while Swanand Kirkire wrote the other campaigns.
The brand has also published short films to commemorate childhood memories and nostalgia in addition to its television commercials.
The following are short films aimed at eliciting the child in everyone: ‘Ride Down the River of Memories,’ ‘Waiting for Ma,’ ‘My Struggles with the Treasure Chest,’ and ‘Hum honge kamyab.’
Paper Boat launched ‘Rizwan – Keeper of the Gates of Heaven,’ a 3.30-minute film created by Humour Me, in 2016.
The film is about an old man named Rizwan who recollects his youth while also celebrating innocence, bravery, and love. To tell a moving story, the video utilized animation, narration, and strong character development.
With a strong social media presence, PaperBoat has a big following on Facebook and Instagram. It has more than 367k Facebook followers and almost 177k Instagram followers.
The brand’s Instagram account uses doodles, visual stories, and creative projects to tell the PaperBoat tale while its Facebook page features artwork representations of childhood memories.
PaperBoat has extended its marketing campaign by branching into book publishing. Paper Boat has reprints of the classics, Three Men in a Boat and Jungle Book, which were given away with beverages as part of gift boxes and sales promotions.
In 2017, the brand released Half Pants Full Pants by Anand Suspi, a collection of true-life stories about Shimoga childhoods.
#FloatABoat Campaign Strategy:
#FloatABoat has the right blend of a cause campaign, one that will not only help establish PaperBoat’s brand proposition of ‘Drinks & Memories’ but also bring back childhood to those from whom it had been snatched.
PaperBoat launched the #FloatABoat Campaign during monsoon season with the objective of tying up childhood, paperboats, and schooling with a common thread. The brand tried to bring the three together for its cause campaign aimed to educate needy children.
Commenting on the launch of the initiative, Neeraj Kakkar, Founder, and CEO of Hector Beverages said that “the monsoons were the perfect time to roll out this campaign and relive innocent moments. In a world that is getting hectic by the minute,
it serves as a reminder that there are still a few simple pleasures that can re-capture the magic of childhood – like making and floating a paper boat.” He added, “This is also our little initiative to gift a bit of childhood to people who really need it.”
The company was aiming to receive a minimum of 10 lakh uploads in 2-3 months.”
To participate in that initiative one only needed to make a paperboat, upload a picture of their paper boat on the PaperBoat site or on their social media pages like Facebook, Twitter, and Instagram and hashtag the post as #FloatABoat.
For #FloatABoat, PaperBoat had teamed up with Parivaar, a West Bengal-based humanitarian service organization that works for the development of less fortunate children like orphans, girl-children, and children from tribal areas.
And every image of paper boat that was shared on any social network, the brand donated Rs. 20 towards children’s education.
In the second part of the campaign, a letter was delivered to customers who purchased the product through Amazon and Paytm. This letter educated the reader about the cause and also gave them a playful reason to make a paper boat.
Video Ad:
In 1.46 min video of rainy a day, while the children were allowed to play outside the class, their parents attended a special class.
The class was not a regular parent’s teacher meeting instead, parents were handed 2 scrap papers each. And to the parent’s surprise, they were asked to make paper boat out of those.
As expected only a few of them succeeded in making paper boat. The teacher then called the children inside the class and asked them to help their parents make paperboats.
At the end, audio is played saying, “Do you still remember how to make paper boats? Make one and stay like a child with every fold.”
Through the audio company asks people to upload those paper boats online as #FloatABoat and for every boat uploaded Rs.20 would be shared for children education. The company also requested people to spread the word and participate for a good cause.
While Social networks reflected user response to the campaign the brand’s social media pages were inviting people to be a part of the campaign, #FloatABoat has caused many timelines to be jammed with paper boats.
Twitter Post:
Done eating bhel? Love letter came back to you? Want to dress up an *awful* report card? Simple! Just #FloatABoat!
Your boat counts! Cast your boats for #FloatABoat!
YouTube Videos:
Hope Floats – Paper Boat (Drinks & Memories) #FloatABoat
How to make a Paper Boat – By Paper Boat (Drinks & Memories) #FloatABoat
FloatABoat Campaign’s Success:
- The videos loaded on YouTube got more than 40 thousand views in mere 5 months and the emotional touch stays on with a large number of viewers.
- The company plans to roll out a lot more variants, at least 25 variants in total.
- The brand now is available across 20,000 retail outlets including coffee chains such as Barista Lavazza, airlines such as Indigo and Jet Airways, and hotels such as Westin and Trident.
- 231 boats were uploaded onto the site by mid-July ’15.
- The Pape Boat donations will go to approximately 805 children, housed by Parivaar Ashram.
- The company has two plants in Manesar and Mysore has plans to set up a third plant.
Key Learnings:
- The campaign turned out to be Timely, Engaging & Memorable.
- #FloatABoat has the right blend of a cause campaign and establishes PaperBoat’s brand proposition of ‘Drinks & Memories’.
- Through the campaign company also brings back childhood to those who had distanced from it.
- With social networks brands, fans and consumers got involved in a good cause, in a fun way.
- Making paperboats was a win-win for the brand as well as consumers.
Conclusion!
On the concluding note, it is clear that Paper Boat is here to stay and rule the beverage industry with its wide range of drinks, Paper Boat’s products are sold in India, the United States, and the United Kingdom.
The company has a clear mission to bring back childhood memories of India through Paper Boat’s range of delicious drinks. Paper Boat is definitely a brand to watch out for!
Enroll in a digital marketing course to learn Paper Boat’s marketing secrets and how you can apply them to your own business. Paper Boat is a great example of a company that is successfully using digital marketing to grow its brand. Thanks for reading!
FAQs Paper Boat
Question: What is PaperBoat?
Answer: It is a line of all-natural Indian drinks, including juices, teas, and even cocktails. It does not use any added preservatives or artificial flavors in their products.
Question: Where is PaperBoat sold?
Answer: PaperBoat products are available in India, the United States, and the United Kingdom. It has plans to expand its international presence in the future.
Question: What type of packaging does PaperBoat use?
Answer: It uses recyclable glass bottles for its products. It is also working on developing a biodegradable plastic bottle.
Question: What is the PaperBoat brand associated with?
Answer: The PaperBoat brand is associated with nostalgia, childhood memories, and innocence.
Question: How does PaperBoat market its products?
Answer: PaperBoat uses a variety of marketing techniques to promote its products, including television commercials, short films, social media, and book publishing. PaperBoat’s marketing campaigns are designed to evoke feelings of nostalgia and remind consumers of their childhood.
Question: What is the Paper Boat company philosophy?
Answer: The PaperBoat company philosophy is based on tradition, simplicity, and quality ingredients. PaperBoat uses ancient recipes and only the finest all-natural ingredients in their products.
Question: What are some of the most popular PaperBoat products?
Answer: Some of the most popular Paper Boat products include juices, teas, and cocktails. Paper Boat also offers a line of all-natural snacks.
Question: What are Paper Boat’s core values?
Answer: PaperBoat’s core values are tradition, simplicity, and quality. PaperBoat is committed to using the finest all-natural ingredients in its products and producing beverages that are evocative of childhood memories.
Question: What is Paper Boats’ mission statement?
Answer: Its mission statement is “To bring alive indelible childhood memories through the simple joys of PaperBoat drinks.” PaperBoat strives to create products that will evoke positive emotions and happy memories for its consumers.
Source Credits: Paperboatdrinks.com, Youtube.com, Livemint.com, Bestmediainfo.com, Lighthouseinsights.in & Twitter
