Background Perpetually competing and innovating new products and packaging, Haldiram’s new range of spicy corn tortillas needed a new brand which is fun, bold and communicates to teenagers. The pack competes with similar products in the market like Bingo Mad Angles, Cornitos and imported Tortilla packs.
Brand Idea We decided to localise the product with a unique name and idea to attract young teenagers to this extra spicy, finger licking product. The idea was to own a foreign snack and make it a local, colloquial, cheeky Indian snack.
Solution 'Panga', the name devised by us, is an untranslatable slang usage in Hindi. The brand's personality accentuates the spiciness and sharpness of flavour, while its angular shapes give it an edge of light-hearted confrontation (a rough translation of the word Panga). The 'explosion' in the branding unit reflects the crispiness and 'punch' of this product. Kya Mangta Hai? (What do you want, bro?), the tag line devised for advertising and product positioning added an extra layer to the visual story.