On this page
Borosil launches 'Designed for a Better You' campaign with two films on Klip & Store and Slow Juicer
Borosil's campaign was conceptualised by creative agency Sideways to show how thoughtful design solves everyday household challenges. It is built around the consumer truth that good design should work seamlessly around people and their lives.
Get the 07:30 IST India retail brief
One email each morning: the day’s top moves in Indian retail, why each matters and what to watch. Free. Stop any time.
The numbers
Figures from MxMIndia,
| Campaign films: | 2 |
|---|
Why it matters for the brand
The campaign positions Borosil as a design-led homeware brand in storage and juicing, which is useful for benchmarking brand reach beyond its core categories, but it carries no signal of a transaction or partnership.
What to track next
- A third film or new product category appearing under 'Designed for a Better You'
- Borosil management commentary on marketing spend or demand for storage and appliance lines in its next results
- Borosil Klip & Store or Slow Juicer gaining search visibility, rankings or promotional placement on major marketplaces
- Rival kitchenware brands launching comparable design- or problem-solving-led campaigns
- No new creative or media activity after the first two films, which would point to the low-key scenario
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Borosil is likely to release further films or shorter edits under 'Designed for a Better You' that feature other product lines, to establish the tagline as a standing brand platform.
- Expect Borosil to push the two films on digital and social channels and to tie them to its own site and e-commerce listings for Klip & Store and the Slow Juicer.
- Sideways, the agency that conceptualised the campaign, may be kept on for follow-on creative if the first two films get a good response.
- Rival homeware and kitchenware brands such as Milton and Cello may answer with their own storage or appliance messaging, particularly on marketplaces.
- Marketplaces and large retailers are likely to feature Borosil's hero products in homeware promotions while the campaign is live.