Portfolio Locked
Architecture, GTM, and shelf strategy finalised internally.
BRAND REFRESH AND STRATEGY : NIRMA
BRAND REFRESH AND STRATEGY : NIRMA
BRAND REFRESH AND STRATEGY : NIRMA
the brief
the brief
the brief
Nirma is one of India's most recognised detergent brands : built on decades of nostalgia and a jingle that lives rent-free in a generation's memory. But recall hasn't kept up with sales. The brand reads as dated next to sharper competitors, and its packaging hasn't moved with the shelf. This self-initiated project set out to understand why a brand this loved struggles to sell, and to refresh its identity so the warmth stays while the brand finally feels current.
Nirma is one of India's most recognised detergent brands : built on decades of nostalgia and a jingle that lives rent-free in a generation's memory. But recall hasn't kept up with sales. The brand reads as dated next to sharper competitors, and its packaging hasn't moved with the shelf. This self-initiated project set out to understand why a brand this loved struggles to sell, and to refresh its identity so the warmth stays while the brand finally feels current.
CLIENT
CLIENT
Self-Initiated Graduation Project
Self-Initiated
Graduation Project
YEAR
YEAR
2026
2026
INDUSTRY
INDUSTRY
FMCG (Detergent Industry)
FMCG (Detergent Industry)
Creative vision
Creative vision
I wanted Nirma to feel like the brand people already remember : just finally dressed for the present. The refresh was built around the following keywords:
Trustworthy
Approachable
Confident
Timeless
The client wanted a deliverable that focused around the following keywords :
Luxurious
Premium
Trust
Stress-relief
Self Care
deliverables
deliverables
Brand Refresh : Logo and Mascot Design, Strategy and Packaging
Brand Refresh : Logo and Mascot Design, Strategy and Packaging
secondary research
secondary research
secondary research
From a bicycle in Gujarat to dethroning Surf, from rattling HUL into "Operation STING" to fading into nostalgia : Secondary Research traces Nirma's rise, decline, and the loved-but-not-bought brand it has become today.
From a bicycle in Gujarat to dethroning Surf, from rattling HUL into "Operation STING" to fading into nostalgia : Secondary Research traces Nirma's rise, decline, and the loved-but-not-bought brand it has become today.
1969 · AHMEDABAD
1969 · AHMEDABAD
It All Started From A Backyard
It All Started From A Backyard
Karsanbhai Patel, a government chemist, mixed his first batch of detergent at home and sold it door-to-door at ₹3.50 a kilo - when Surf sat at ₹13. He named the brand after his daughter.
Karsanbhai Patel, a government chemist, mixed his first batch of detergent at home and sold it door-to-door at ₹3.50 a kilo - when Surf sat at ₹13. He named the brand after his daughter.
Quality belongs in every home.
Quality belongs in every home.
1985 - 1988 · NATIONAL
1985 - 1988 · NATIONAL
Sabki Pasand Nirma
Sabki Pasand Nirma
By the mid-1980s, the Washing Powder Nirma jingle had turned a detergent into a household phrase and a household phrase into 60% of India's detergent market.
By the mid-1980s, the Washing Powder Nirma jingle had turned a detergent into a household phrase and a household phrase into 60% of India's detergent market.
60%
60%
market share by 1988
market share by 1988
1.72L
1.72L
tonnes sold annually
tonnes sold annually
1988 · HUL'S MOVE
1988 · HUL'S MOVE
HUL v/s Nirma
HUL v/s Nirma
HUL had treated detergent as a premium category, owned by Surf for upper-income consumers. Nirma shattered that assumption with a low-cost mass-market product
HUL had treated detergent as a premium category, owned by Surf for upper-income consumers. Nirma shattered that assumption with a low-cost mass-market product
HUL'S RESPONSE
HUL'S RESPONSE
In 1988, Wheel launched at price parity with Nirma : positioned as gentler on hands, with a blue formulation. An unprecedented move, and a quiet admission that a homegrown brand had become too big to overlook.
In 1988, Wheel launched at price parity with Nirma : positioned as gentler on hands, with a blue formulation. An unprecedented move, and a quiet admission that a homegrown brand had become too big to overlook.
1991 ONWARDS · LIBERALISATION
1991 ONWARDS · LIBERALISATION
The Changing Consumer
The Changing Consumer
The 1991 liberalisation reshaped India's middle class, and the brands they aspired to. Disposable incomes rose, and expectations moved beyond clean clothes to fragrance, softness, and fabric care. Buyers began choosing brands that reflected upward mobility, not just affordability.
The 1991 liberalisation reshaped India's middle class, and the brands they aspired to. Disposable incomes rose, and expectations moved beyond clean clothes to fragrance, softness, and fabric care. Buyers began choosing brands that reflected upward mobility, not just affordability.
The brand's "affordable" image gradually got reduced to "cheap."
The brand's "affordable" image gradually got reduced to "cheap."
Research Reveal
From the bicycle that rewrote a category and introduced it to a new segment of the market, to the household name that fell out of it. The brand still exists in the form of strong nostalgia. It just no longer drives sales.
Research Reveal
From the bicycle that rewrote a category and introduced it to a new segment of the market, to the household name that fell out of it. The brand still exists in the form of strong nostalgia. It just no longer drives sales.
competitor analysis
competitor analysis
competitor analysis
Seven brands carry the Indian detergent category across three price tiers and where Nirma sits inside that landscape, on paper, doesn't match where it sits in baskets.
Seven brands carry the Indian detergent category across three price tiers and where Nirma sits inside that landscape, on paper, doesn't match where it sits in baskets.
Click on any brand card to view full analysis.
Segment key
Low
Mid
Premium
Click any brand to expand.
Nirma
Market share
10%
ParentNirma Ltd
StrengthLegacy + price
Wheel
Market share
17.3%
ParentHUL
StrengthHUL's Distribution
Ghadi
Market share
20-22%
ParentRSPL
StrengthAggressive price
Tide
Market share
~14%
ParentP&G
StrengthBrand recall
Rin
Market share
~4.5%
ParentHUL
StrengthWhiteness
Surf Excel
Market share
~20%
ParentHUL
StrengthStorytelling
Ariel
Market share
~20%
ParentP&G
Science backed, globalTech / machine
Nirma
“Doodh si Safedi, Sabki Pasand Nirma”
10%
Market share
Core positioning
Built on price leadership
Targets value-conscious households
Cleanliness positioned as affordable
Target audience
Lower to middle-income families
Homemakers, value-conscious consumers
Nationwide penetration
Communication style
Nostalgic, price-centric, rational
Relied on the same jingle for years
Little evolution in tone
Product Format
Powder
₹55-60 / kg
Liquid
NIL
Sachet
NIL
Cake
₹15
Sales & distribution
Still sells in large volumes due to price. Pull among younger and middle-class consumers has weakened, but market share has steadied.
Competitor Analysis
Seven brands carry the Indian detergent category across three price tiers — and where Nirma sits inside that landscape, on paper, doesn't match where it sits in baskets.
SEVEN BRANDS · THREE SEGMENTS
Segment key
Low
Mid
Premium
Click any brand to expand.
Nirma
Market share
10–12%
ParentNirma Ltd
StrengthLegacy + price
Wheel
Market share
17.3%
ParentHUL
StrengthDistribution
Ghadi
Market share
17.3%
ParentRSPL
StrengthAggressive price
Tide
Market share
~14%
ParentP&G
StrengthBrand recall
Surf Excel
Market share
~16%
ParentHUL
StrengthStorytelling
Ariel
Market share
~8%
ParentP&G
StrengthTech / machine
Rin
Market share
~8%
ParentHUL
StrengthMid-tier value
Nirma
"Doodh si Safedi, Sabki Pasand Nirma"
10–12%
Market share
Core positioning
Built on price leadership
Targets value-conscious households
Cleanliness positioned as affordable
Target audience
Lower to middle-income families
Homemakers, value-conscious consumers
Nationwide penetration
Communication style
Nostalgic, price-centric, rational
Relied on the same jingle for years
Little evolution in tone
Sales & distribution
Still sells in large volumes due to price. Pull among younger and middle-class consumers has weakened, but market share has steadied.
learning from legacy
learning from legacy
learning from legacy
Before proposing Nirma's refresh, I studied two legacy brands that had faced similar crossroads, and successfully reinvented themselves without losing who they were. Lifebuoy and Sunlight, both born under William Lever over a century ago, offered the clearest blueprint for what a strategic refresh can do.
Before proposing Nirma's refresh, I studied two legacy brands that had faced similar crossroads, and successfully reinvented themselves without losing who they were. Lifebuoy and Sunlight, both born under William Lever over a century ago, offered the clearest blueprint for what a strategic refresh can do.
lifebuoy
lifebuoy
lifebuoy
the insight
the insight
Women, as the primary buyers of handwash, needed to be appealed to directly, not the masculine audience the brand had built itself around.
Women, as the primary buyers of handwash, needed to be appealed to directly, not the masculine audience the brand had built itself around.
the shift
the shift
Lifebuoy was now potrayed as a wash that protects children, rather than direct show of strength through sports based ads. The new direction spoke straight to mothers.
Lifebuoy was now potrayed as a wash that protects children, rather than direct show of strength through sports based ads. The new direction spoke straight to mothers.
Help A Child Reach 5
Help A Child Reach 5
"Help a Child Reach 5" was a successful social campaign that not only increased awareness in rural areas but also immensely drove sales.
"Help a Child Reach 5" was a successful social campaign that not only increased awareness in rural areas but also immensely drove sales.
The campaign fundamentally repositioned the brand from an outdated carbolic brick to a purpose-driven family shield.
The campaign fundamentally repositioned the brand from an outdated carbolic brick to a purpose-driven family shield.
sunlight
sunlight
sunlight
the insight
the insight
Sunlight was losing grip in West Bengal and Kerala, the two stronghold regions. Post COVID weavers who were behind the colourful clothes were suffering financially.
Sunlight was losing grip in West Bengal and Kerala, the two stronghold regions. Post COVID weavers who were behind the colourful clothes were suffering financially.
the shift
the shift
Sunlight moved from protecting fabrics on the shelf to protecting the craft behind them, and quietly modernised its portfolio with a liquid detergent variant to match how Indian homes were starting to wash.
Sunlight moved from protecting fabrics on the shelf to protecting the craft behind them, and quietly modernised its portfolio with a liquid detergent variant to match how Indian homes were starting to wash.
Colours of Weaves
Colours of Weaves
"Tantir Rong" paired 12 Bengal weavers with designer Parama Ghosh for a Durga Pujo collection, crediting each weaver's name before the designer's, first ever in the industry.
"Tantir Rong" paired 12 Bengal weavers with designer Parama Ghosh for a Durga Pujo collection, crediting each weaver's name before the designer's, first ever in the industry.
By tying its colour-care promise to the colours of Bengal's weaves, Sunlight turned a product attribute into a cultural argument, thus a detergent worth caring about.
By tying its colour-care promise to the colours of Bengal's weaves, Sunlight turned a product attribute into a cultural argument, thus a detergent worth caring about.
Nirma's Opportunity
Nirma doesn't need to become a different brand. It needs to be recognised for the one it already is, by the people who never stopped reaching for it, and the ones who are yet to.
Nirma's Opportunity
Nirma doesn't need to become a different brand. It needs to be recognised for the one it already is, by the people who never stopped reaching for it, and the ones who are yet to.
primary research
primary research
primary research
The primary research was conducted in two parts : through surveys and field surveys conducted by not only me, but friends in other cities. This helped me map behavioural differences in buying patterns and how they differ in metropolises and other tier cities.
The primary research was conducted in two parts : through surveys and field surveys conducted by not only me, but friends in other cities. This helped me map behavioural differences in buying patterns and how they differ in metropolises and other tier cities.
48.7%
48.7%
buy at supermarkets
buy at supermarkets
50%
50%
switch sometimes
switch sometimes
63%
63%
women decision makers
women decision makers
70%
70%
nuclear families
nuclear families
format & loyalty
format & loyalty
Liquid format dominant but powder still preferred by many
50% switch sometimes, 46% stick to one brand
Price and availability are top switching triggers
Cleaning performance is #1 purchase factor
Liquid format dominant but powder still preferred by many
50% switch sometimes, 46% stick to one brand
Price and availability are top switching triggers
Cleaning performance is #1 purchase factor
purchase behaviour
purchase behaviour
Supermarkets dominate (48.7%) — shelf visibility key
Premium brands lead in metro/Tier 2 cities
Mothers make 63.3% of purchase decisions
Surf Excel most common, Nirma underrepresented
Supermarkets dominate (48.7%) — shelf visibility key
Premium brands lead in metro/Tier 2 cities
Mothers make 63.3% of purchase decisions
Surf Excel most common, Nirma underrepresented
consumer wants
consumer wants
consumer wants
Lower price while maintaining quality
Better packaging and handling for large packs
Improved fragrance and local store availability
Better stain removal in single wash
Lower price while maintaining quality
Better packaging and handling for large packs
Improved fragrance and local store availability
Better stain removal in single wash
~200 bars / week
NIRMA DETERGENT CAKE
0
BANNER PLACEMENTS
1-2 packs/ week
SUPER NIRMA BLUE POWDER
Nirma retains some consumer loyalty, but in a format and use case that is entirely separate from its core positioning as a laundry powder brand.
Nirma retains some consumer loyalty, but in a format and use case that is entirely separate from its core positioning as a laundry powder brand.
final insights
final insights
Three threads ran through the research - a misread brand, a divided audience, and competitor playbooks that quietly point the way forward . This helped me create pathways Nirma can possibly explore for it's refreshed entry in the market.
Three threads ran through the research - a misread brand, a divided audience, and competitor playbooks that quietly point the way forward . This helped me create pathways Nirma can possibly explore for it's refreshed entry in the market.
01
01
Perception
Gap
Perception
Gap
Nirma is widely perceived as outdated, a brand belonging to the past rather than the present. It now appears stagnant in comparison to competitors that offer innovation in formats, packaging, fragrances, and lifestyle-driven communication.
The issue isn't loss of credibility, but loss of perceived progress.
Nirma is widely perceived as outdated, a brand belonging to the past rather than the present. It now appears stagnant in comparison to competitors that offer innovation in formats, packaging, fragrances, and lifestyle-driven communication.
The issue isn't loss of credibility, but loss of perceived progress.
Outdated,
not undeserving.
Outdated,
not undeserving.
02
02
Consumer
Insight
Consumer
Insight
Loyal consumers still trust performance, but have gradually shifted to brands with visible innovation.
For Gen Z, Nirma exists almost entirely as a cultural reference : nostalgic, but no personal relevance. The brand doesn't align with their lifestyle, aesthetics, or what they expect from brands they choose.
Loyal consumers still trust performance, but have gradually shifted to brands with visible innovation.
For Gen Z, Nirma exists almost entirely as a cultural reference : nostalgic, but no personal relevance. The brand doesn't align with their lifestyle, aesthetics, or what they expect from brands they choose.
Trusted by some,
invisible to most.
Trusted by some,
invisible to most.
03
03
Competitor
Playbooks
Competitor
Playbooks
Social impact campaigns - Lifebuoy and Sunlight built emotional, modern relevance through purpose-led communication that re-entered public consciousness.
Portfolio diversification - Multi-format portfolios absorb input cost shifts; Nirma's single-format dependency leaves it vulnerable.
Social impact campaigns - Lifebuoy and Sunlight built emotional, modern relevance through purpose-led communication that re-entered public consciousness.
Portfolio diversification - Multi-format portfolios absorb input cost shifts; Nirma's single-format dependency leaves it vulnerable.
Two paths that
may be explored.
Two paths that
may be explored.
final design brief
final design brief
final design brief
Revive the legacy of India's first
homegrown detergent brand.
Revive the legacy of India's first homegrown detergent brand.
Evolve Nirma from a single-value, affordability-led brand into a multi-meaning, contemporary one without losing the promise of accessibility that built it.
Evolve Nirma from a single-value, affordability-led brand into a multi-meaning, contemporary one without losing the promise of accessibility that built it.
hover over the cards to spotlight!
hover over the cards to spotlight!
01
Perception
Gap
Affordability has become the constraint. How do you shift the perception without losing the price credibility?
02
Nostalgia
vs Relevance
The jingle evokes memory, but memory doesn't equal purchase. How do you tap emotional equity while signalling evolution?
03
Cultural
Diversity
Format, fragrance, channel : preference varies by region. How does the campaign approach diversity in one identity?
04
Festival
Moments
Is there a festival-based moment that proves performance and builds culture at once? Eg : Holi creates an opportunity.
01
Perception
Gap
Affordability has become the constraint. How do you shift the perception without losing the price credibility?
02
Nostalgia
vs Relevance
The jingle evokes memory, but memory doesn't equal purchase. How do you tap emotional equity while signalling evolution?
03
Cultural
Diversity
Format, fragrance, channel : preference varies by region. How does the campaign approach diversity in one identity?
04
Festival
Moments
Is there a festival-based moment that proves performance and builds culture at once? Eg : Holi creates an opportunity.
THE FOUR PILLARS
THE FOUR PILLARS
hover over the cards to spotlight!
hover over the cards to spotlight!
01
Authenticity
Preserved
Karsanbhai Patel's story, India's first homegrown mass-market detergent.
02
Heritage
Reimagined
Thoughtfully crafted for a contemporary India, changing with the times.
03
Accessibility
for All
The promise that made Nirma a household name, reimagined for a wider audience.
04
Emotional
Connection
Moving beyond functional benefits and connecting with the audience.
01
Authenticity
Preserved
Karsanbhai Patel's story, India's first homegrown mass-market detergent.
02
Heritage
Reimagined
Thoughtfully crafted for a contemporary India, changing with the times.
03
Accessibility
for All
The promise that made Nirma a household name, reimagined for a wider audience.
04
Emotional
Connection
Moving beyond functional benefits and connecting with the audience.
target audience
target audience
target audience
Two parallel audiences : the household that is behind the detergent purchase and needs to know Nirma in a fresher context, and the household that never stopped reaching for Nirma. The refresh had to answer both.
Two parallel audiences : the household that is behind the detergent purchase and needs to know Nirma in a fresher context, and the household that never stopped reaching for Nirma. The refresh had to answer both.
HOUSEHOLD BEHIND THE PURCHASE
HOUSEHOLD BEHIND
THE PURCHASE
25-35yrs
25-35yrs
AGE GROUP
AGE GROUP
Tier 1-2
Tier 1-2
CITY
CITY
Family
Family
HOUSEHOLD
HOUSEHOLD
₹25-60k
₹25-60k
MONTHLY HHI
MONTHLY HHI
the decision maker
the decision maker
Predominantly women aged 25–45 are primary buyers of detergent, balancing the needs of an entire family. They are thus practical, value-driven and deeply habitual in their purchases.
Predominantly women aged 25–45 are primary buyers of detergent, balancing the needs of an entire family. They are thus practical, value-driven and deeply habitual in their purchases.
core tension
core tension
This audience doesn't aspire upward, they aspire sideways. Detergent has become a signalling product, what's on your shelf says something about your household. Sharma ji's wife switched back to Nirma matters more than any celebrity endorsement.
This audience doesn't aspire upward, they aspire sideways. Detergent has become a signalling product, what's on your shelf says something about your household. Sharma ji's wife switched back to Nirma matters more than any celebrity endorsement.
What Brings them as consumers
What Brings them as consumers
A brand that speaks their language - literally and culturally, without looking up at their aspirations or down at their budget.
A brand that speaks their language - literally and culturally, without looking up at their aspirations or down at their budget.
buying behaviour
PEER - INFLUENCED
PEER - INFLUENCED
VALUE - CONCIOUS
VALUE - CONCIOUS
CULTURALLY ROOTED
CULTURALLY ROOTED
NOSTALGIA AWARE
NOSTALGIA AWARE
THE LOYAL CONSUMER
THE LOYAL CONSUMER
buying behaviour
BRAND TRUST LED
BRAND TRUST LED
PRICE PRIMARY
PRICE PRIMARY
CHANGE CAUTIOUS
CHANGE CAUTIOUS
VOCAL ADVOCATE
VOCAL ADVOCATE
35+yrs
35+yrs
AGE GROUP
AGE GROUP
Tier 3-4
Tier 3-4
CITY
CITY
50yrs
50yrs
YEARS WITH NIRMA
YEARS WITH NIRMA
₹10-25k
₹10-25k
MONTHLY HHI
MONTHLY HHI
the ones that stayed
the ones that stayed
Across Tier 2 and Tier 3 towns, a relationship that predates the competition. For many, Nirma was the first branded detergent their household ever used.
Across Tier 2 and Tier 3 towns, a relationship that predates the competition. For many, Nirma was the first branded detergent their household ever used.
core tension
core tension
They've stayed longer than most. However, when competitor brands offered more in terms of quality, quantity and innovation, and Nirma choses to stay stagnant, a part of the consumer base is forced to make shifts.
They've stayed longer than most. However, when competitor brands offered more in terms of quality, quantity and innovation, and Nirma choses to stay stagnant, a part of the consumer base is forced to make shifts.
why they matter
why they matter
The loyal base is proof that Nirma's revival isn't a fabrication, it's a much-needed reawakening. They continue to honour the brand's legacy, and drive sales to this day.
The loyal base is proof that Nirma's revival isn't a fabrication, it's a much-needed reawakening. They continue to honour the brand's legacy, and drive sales to this day.
ideation
ideation
ideation
The next step was to set the strategic direction for the campaign in stone. It was narrowed through several layers of explorations, where every iteration held inspiration for the final campaign.
The next step was to set the strategic direction for the campaign in stone. It was narrowed through several layers of explorations, where every iteration held inspiration for the final campaign.
The Ideation Funnel
The Ideation Funnel
What it took to arrive at one line.
What it took to arrive at one line.
03
03
PATHWAYS
PATHWAYS
PATHWAYS
02
02
DIRECTIONS
DIRECTIONS
DIRECTIONS
02
02
PLAYGROUNDS
PLAYGROUNDS
PLAYGROUNDS
13
13
TAGLINES
TAGLINES
TAGLINES
01
01
CAMPAIGN
CAMPAIGN
CAMPAIGN
Playground 01
Playground 01
Diversity
Diversity
India is incredibly diverse : different languages, climates, lifestyles, ways of living. Yet certain everyday experiences connect every household. Laundry is one such shared routine.
India is incredibly diverse : different languages, climates, lifestyles, ways of living. Yet certain everyday experiences connect every household. Laundry is one such shared routine.
Tone of Voice
Tone of Voice
RELATABLE
RELATABLE
INCLUSIVE
INCLUSIVE
CULTURAL
CULTURAL
SIMPLICITY
SIMPLICITY
The Role
The Role
A common thread that connects India, present in every home, across every region.
A common thread that connects India, present in every home, across every region.
The Approach
The Approach
Metaphorical, emotional, relatable. Surfaces the feeling of shared experience that laundry quietly creates across households.
Metaphorical, emotional, relatable. Surfaces the feeling of shared experience that laundry quietly creates across households.
Playground 02
Playground 02
Familiarity
Familiarity
Some brands simply stay present in the background of daily life, neither demanding attention nor needing to. Nirma is one of those brands. This playground is about reassurance.
Some brands simply stay present in the background of daily life, neither demanding attention nor needing to. Nirma is one of those brands. This playground is about reassurance.
Tone of Voice
Tone of Voice
COMFORT
COMFORT
SAFETY
SAFETY
TRUST
TRUST
CARING
CARING
The Role
The Role
Of a family member : a constant, quiet presence that doesn't need to announce itself to be valued.
Of a family member : a constant, quiet presence that doesn't need to announce itself to be valued.
The Approach
The Approach
Metaphorical. The brand isn't sold as a detergent, but felt as a relationship, drawing on the language of continuity and belonging.
Metaphorical. The brand isn't sold as a detergent, but felt as a relationship, drawing on the language of continuity and belonging.
The Final Direction
The Final Direction
The Familiarity playground became the chosen direction built on the insight that in India, what feels familiar feels safe, and what's been there always is what's trusted most.
The Familiarity playground became the chosen direction built on the insight that in India, what feels familiar feels safe, and what's been there always is what's trusted most.
BRAND TRUTH
Nirma was born within India - a homegrown identity built for the everyday realities of Indian households.
Over time, it has become a familiar presence in homes: simple, dependable, and deeply rooted in the way people live and clean.
Nirma was born within India - a homegrown identity built for the everyday realities of Indian households.
Over time, it has become a familiar presence in homes: simple, dependable, and deeply rooted in the way people live and clean.
CONSUMER INSIGHT
In a world overflowing with options, Indians don't ultimately decide with logic, they decide with feeling.
What feels familiar feels safe. Familiarity, in the Indian context, isn't complacency. It is the highest form of confidence in something.
In a world overflowing with options, Indians don't ultimately decide with logic, they decide with feeling.
What feels familiar feels safe. Familiarity, in the Indian context, isn't complacency. It is the highest form of confidence in something.
Single Minded Proposition
Apnepan Me Kuch Khaas Hain
Single Minded Proposition
Apnepan Me Kuch Khaas Hain
Tone of Voice
Tone of Voice
RELATABLE
RELATABLE
INCLUSIVE
INCLUSIVE
SIMPLICITY
SIMPLICITY
COLLECTIVE JOY
COLLECTIVE JOY
FAMILIARITY
FAMILIARITY
What The Campaign Means
What The Campaign Means
Indians are conditioned to look outward for khaas.
Indians are conditioned to look outward for khaas.
01
01
THE CONDITIONING
THE CONDITIONING
Foreign brands, premium packaging, English names, aspirational advertising : all of it trains us to believe that what is ours, what is familiar, what is everyday, is somehow lesser. That apna means ordinary.
Foreign brands, premium packaging, English names, aspirational advertising : all of it trains us to believe that what is ours, what is familiar, what is everyday, is somehow lesser. That apna means ordinary.
02
02
THE INVERSION
THE INVERSION
But the things that are most deeply, quietly apna : the Sunday morning wash, the smell of sun-dried clothes, the Nirma pack on the shelf are not ordinary because they lack value. They are ordinary because they are so embedded in us that we stopped seeing them.
But the things that are most deeply, quietly apna : the Sunday morning wash, the smell of sun-dried clothes, the Nirma pack on the shelf are not ordinary because they lack value. They are ordinary because they are so embedded in us that we stopped seeing them.
03
03
THE RECLAIM
THE RECLAIM
The line reclaims that invisibility as meaning. That familiarity we feel, that ease, that recognition : that is not the absence of something special. That is the special thing.
The line reclaims that invisibility as meaning. That familiarity we feel, that ease, that recognition : that is not the absence of something special. That is the special thing.
strategy
strategy
strategy
One brand alone couldn't speak to both Indias. The strategy splits Nirma into two - heritage and contemporary, so each audience finds the version of the brand built for them.
One brand alone couldn't speak to both Indias. The strategy splits Nirma into two - heritage and contemporary, so each audience finds the version of the brand built for them.
Nirma Classic
Nirma Classic
The existing Nirma product line, refreshed and repositioned under a unified sub-brand. Doesn't pretend to be something new, owns what it always was: effective, affordable and honest.
The existing Nirma product line, refreshed and repositioned under a unified sub-brand. Doesn't pretend to be something new, owns what it always was: effective, affordable and honest.
what's refreshed
Packaging redesigned with contemporary language, retaining iconic visual cues
Formulation kept almost entirely intact, only changes deemed necessasry
Clear on-pack communication of what's changed, if anything
Updated structural format across SKUs
Packaging redesigned with contemporary language, retaining iconic visual cues
Formulation kept almost entirely intact, only changes deemed necessasry
Clear on-pack communication of what's changed, if anything
Updated structural format across SKUs
who it's for
REGION
Tier 2-3 & rural India
AGE
35+ Years
MONTHLY HHI
₹10-25K
The loyal base and those who would come back if the brand showed it was trying
The loyal base and those who would come back if the brand showed it was trying
distribution
distribution
To be distributed through kirana stores, rural retail, wholesale leveraging the existing 2-million-outlet network.
Deep rural penetration through NCCL's parallel channels and 2,000+ Nima distributors.
To be distributed through kirana stores, rural retail, wholesale leveraging the existing 2-million-outlet network.
Deep rural penetration through NCCL's parallel channels and 2,000+ Nima distributors.
pricing tiers
POWDER - 500G
POWDER - 500G
₹30-35
₹30-35
POWDER - 1KG
₹65-70
POWDER - 1KG
₹65-70
CAKE STANDARD
₹10-15
CAKE STANDARD
₹10-15
TRIAL SACHET - 30ML
₹5-10
TRIAL SACHET - 30ML
₹5-10
Nirma Bloom
Nirma Bloom
A new liquid detergent designed to bring Nirma into the fastest-growing segment of the Indian market. This aims to be a one use for all. No top-load or front load confusions, a formula that works for all kinds of machines.
A new liquid detergent designed to bring Nirma into the fastest-growing segment of the Indian market. This aims to be a one use for all. No top-load or front load confusions, a formula that works for all kinds of machines.
formation
Universal compatibility - top-load, front-load, and hand-wash
Quick-dissolve, low residue, improved fragrance, effective stain removal
Gentle on hands and fabrics, with built-in colour care, no variants needed
Universal compatibility - top-load, front-load, and hand-wash
Quick-dissolve, low residue, improved fragrance, effective stain removal
Gentle on hands and fabrics, with built-in colour care, no variants needed
who it's for
REGION
Tier 1-2 urban / semi-urban
AGE
25-45 Years
MONTHLY HHI
₹25-60K
Family households that are the main buyers - a reason to keep Nirma on their shelves
Family households that are the main buyers - a reason to keep Nirma on their shelves
distribution • 3 phases
distribution • 3 phases
PHASE 01
Urban / semi-urban modern trade, Tier 1–2 kirana, e-commerce.
PHASE 02
Tier 2–3 kirana via Nirma's existing distribution.
Tier 2–3 kirana via Nirma's existing distribution.
PHASE 03
Rural sachet penetration through NCCL channels.
Rural sachet penetration through NCCL channels.
CRITICAL SKU
The ₹10 trial sachet
The most important SKU at launch. It removes the risk of a full purchase and lets the product speak for itself — distributed via kirana, placed at checkout, attached to Classic powder packs as cross-sell, bundled during festivals.
CRITICAL SKU
The ₹10 trial sachet
The most important SKU at launch. It removes the risk of a full purchase and lets the product speak for itself — distributed via kirana, placed at checkout, attached to Classic powder packs as cross-sell, bundled during festivals.
pricing tiers
REGULAR - 1L
REGULAR - 1L
₹160
₹160
REFILL
REFILL
₹210-220
₹210-220
BULK - 5L
BULK - 5L
₹270
₹270
TRIAL SACHET - 30ML
TRIAL SACHET - 30ML
₹10
₹10
launch rollout
launch rollout
launch rollout
Three phases over nine months, built so the refreshed Classic and the new Bloom enter the market seamlessly , signalling not one product launching, but a brand returning : this time from the House of Nirma.
Three phases over nine months, built so the refreshed Classic and the new Bloom enter the market seamlessly , signalling not one product launching, but a brand returning : this time from the House of Nirma.
Phase 1 : Pre - Launch
Phase 1 : Pre - Launch
WEEK 1–2
WEEK 2–4
WEEK 3–5
WEEK 5–6
Classic Goes To Print
Refreshed packs across all SKUs enter production.
Distributor Briefing
450+ distributors aligned on new portfolio.
Bloom Sachet Bundled
Sachet attached to Classic packs at kirana.
WEEK 1–2
WEEK 2–4
WEEK 3–5
WEEK 5–6
Portfolio Locked
Architecture, GTM, and shelf strategy finalised internally.
Classic Goes To Print
Refreshed packs across all SKUs enter production.
Distributor Briefing
450+ distributors aligned on new portfolio.
Bloom Sachet Bundled
Sachet attached to Classic packs at kirana.
By the end of Phase 01, every distributor knows the new portfolio. Every Nirma store has handed a Bloom sachet to at least one customer. Every piece of packaging on market signals that Nirma is moving.
By the end of Phase 01, every distributor knows the new portfolio. Every Nirma store has handed a Bloom sachet to at least one customer. Every piece of packaging on market signals that Nirma is moving.
Phase 2 : Launch
Phase 2 : Launch
LAUNCH WEEK
LAUNCH WEEK
LAUNCH WEEK
WEEK 7+
Nirma Bloom Goes Live
Available in D-Mart, Reliance Smart, Flipkart, JioMart, Blinkit, Zepto.
Digital Film Release
60–90 sec film on YouTube, Instagram, connected TV.
Billboards Go Up
Outdoor in Tier 1–2 markets. Clear, confident, not visually apologetic.
Sachet Goes Standalone
Available and sold individually at kirana counters, no longer bundled-only with Nirma Classic.
LAUNCH WEEK
LAUNCH WEEK
LAUNCH WEEK
WEEK 7+
Nirma Bloom Goes Live
Available in D-Mart, Reliance Smart, Flipkart, JioMart, Blinkit, Zepto.
Digital Film Release
60–90 sec film on YouTube, Instagram, connected TV.
Billboards Go Up
Outdoor in Tier 1–2 markets. Clear, confident, not visually apologetic.
Sachet Goes Standalone
Available and sold individually at kirana counters, no longer bundled-only with Nirma Classic.
By the end of Phase 2, Nirma Bloom is visible on shelves, screens, and streets. A consumer in a tier 1 city has seen the billboard, been served the digital film, and found the sachet at their kirana counter. The refreshed Classic pack and the new Bloom bottle are in market at the same time, signalling that this is not one product launching, it is a brand returning.
By the end of Phase 2, Nirma Bloom is visible on shelves, screens, and streets. A consumer in a tier 1 city has seen the billboard, been served the digital film, and found the sachet at their kirana counter. The refreshed Classic pack and the new Bloom bottle are in market at the same time, signalling that this is not one product launching, it is a brand returning.
Phase 3 : Expansion + Embedding
Phase 3 : Expansion + Embedding
MONTH 3 ONWARDS
MONTH 3 ONWARDS
MONTH 5 ONWARDS
MONTH 6 ONWARDS
Bloom Enters Tier 2-3
Distribution expands through Nirma's kirana network beyond metropolises and Tier 1
Satchet Goes Rural
NCCL channels carry sachets into rural zones. Trial at the bottom of the funnel.
Festival Activations
Sachets bundled at Holi, Diwali, regional festivals. Relevant ad campaigns formed and released.
Film Cut Downs
15s and 30s versions for Reels and Shorts. Campaign sustained.
MONTH 3 ONWARDS
MONTH 3 ONWARDS
MONTH 5 ONWARDS
MONTH 6 ONWARDS
Bloom Enters Tier 2-3
Distribution expands through Nirma's kirana network beyond metropolises and Tier 1
Satchet Goes Rural
NCCL channels carry sachets into rural zones. Trial at the bottom of the funnel.
Festival Activations
Sachets bundled at Holi, Diwali, regional festivals. Relevant ad campaigns formed and released.
Film Cut Downs
15s and 30s versions for Reels and Shorts. Campaign sustained.
By the end of Phase 03, the sachet has done its job, or it hasn't. A consumer who tried Bloom at ₹10 has either bought the bottle, or they haven't, and that answer tells the brand everything it needs to know about whether the proposition landed.
By the end of Phase 03, the sachet has done its job, or it hasn't. A consumer who tried Bloom at ₹10 has either bought the bottle, or they haven't, and that answer tells the brand everything it needs to know about whether the proposition landed.
logo
logo
logo
A logotype recognised by millions, drawn for a shelf that no longer exists. I explored how to refresh it without losing what made it familiar.
A logotype recognised by millions, drawn for a shelf that no longer exists. I explored how to refresh it without losing what made it familiar.
LATIN LOGO : PREVIOUS
LATIN LOGO : PREVIOUS
hover to inspect!
hover to inspect!
Before any form could be arrived at, the structural variables of the mark needed to be tested individually and in combination : stroke width, letterform width, slant angle, corner treatment, and the spatial relationships between characters.
Before any form could be arrived at, the structural variables of the mark needed to be tested individually and in combination : stroke width, letterform width, slant angle, corner treatment, and the spatial relationships between characters.
01
Stroke Width
Tested in increments from 0.9mm to 0.6mm. Too thin at 0.6, too heavy at 0.9 -the 0.8mm range held the best balance of weight and legibility.
02
Letterform Width
The original mark spread too wide, making the word feel heavy. Each width reduction had to be tested against legibility, specially for the R and A.
03
Slant Angle
A straight version was tested in parallel. It revealed how much the slant carries the brand's energy. Without it, the mark lost momentum and read as inert.
04
Corner Treatment
Sharp corners read as too rigid : wrong personality entirely. Rounded corners softened the mark, but risked tipping into casual.
01
Stroke Width
Tested in increments from 0.9mm to 0.6mm. Too thin at 0.6, too heavy at 0.9 -the 0.8mm range held the best balance of weight and legibility.
02
Letterform Width
The original mark spread too wide, making the word feel heavy. Each width reduction had to be tested against legibility, specially for the R and A.
03
Slant Angle
A straight version was tested in parallel. It revealed how much the slant carries the brand's energy. Without it, the mark lost momentum and read as inert.
04
Corner Treatment
Sharp corners read as too rigid : wrong personality entirely. Rounded corners softened the mark, but risked tipping into casual.
The Revamped Logo
The Revamped Logo
nomenclature
nomenclature
nomenclature
Naming the two lines required two different kinds of work. Classic needed a typographic voice for an existing name. The liquid needed a name that brings freshness to the brand.
Naming the two lines required two different kinds of work. Classic needed a typographic voice for an existing name. The liquid needed a name that brings freshness to the brand.
NIRMA CLASSIC
NIRMA CLASSIC
NIRMA LIQUID LINE EXPLORATIONS
NIRMA LIQUID LINE EXPLORATIONS
TRADEMARK CONFLICT
TRADEMARK CONFLICT
CATEGORY CONFUSION
CATEGORY CONFUSION
GENERIC + VISUAL CLASH
GENERIC + VISUAL CLASH
TYPOGRAPHIC IMBALANCE
TYPOGRAPHIC IMBALANCE
GENERIC + IMBALANCED
GENERIC + IMBALANCED
NO IMAGERY
NO IMAGERY
NIRMA BLOOM LOGO
NIRMA BLOOM LOGO
01
Carries visual imagery : clothes blooming after a wash, freshness opening up. Distinctive and specific to the product.
Carries visual imagery : clothes blooming after a wash, freshness opening up. Distinctive and specific to the product.
02
Appropriate for a liquid line without being literal. Tonally distinct from Classic, without feeling like a different brand entirely.
Appropriate for a liquid line without being literal. Tonally distinct from Classic, without feeling like a different brand entirely.
03
Held its own typographically beside the Nirma logotype : full visual weight, clean rhythm.
Held its own typographically beside the Nirma logotype : full visual weight, clean rhythm.
NIRMA FINAL LINE
NIRMA FINAL LINE
DEVANAGARI LOGO : PREVIOUS
DEVANAGARI LOGO : PREVIOUS
hover to inspect!
hover to inspect!
The early Devanagari explorations were about resolving the inconsistencies already present in the original. The variables tested were stroke weight, slant angle, kerning, and the internal construction of the letterforms, particularly the counter treatment across the Na and Ma.
The early Devanagari explorations were about resolving the inconsistencies already present in the original. The variables tested were stroke weight, slant angle, kerning, and the internal construction of the letterforms, particularly the counter treatment across the Na and Ma.
01
Stroke Width
Stroke weight was the first variable addressed. The target was a weight that allowed the mark to hold at small sizes without feeling heavy at large ones.
02
Kerning
The shirorekha visually connects letterforms across the top, so every inconsistency shows. Kerning was rebuilt optically across the wordmark.
03
Slant Angle
The slant carries forward momentum but interacts directly with the shirorekha : too steep and the headline tilts. Refined to stay consistent with the Latin's angle.
04
Counter Treatment
The Ma (म) was given a counter consistent with the Na (न). The connection brought both letterforms into the same design logic, and gave the word a shared internal grammar.
The Ra (र) that became Ta (ट)
The Ra (र) that became Ta (ट)
The Enroachment
As the Ra was adjusted, thickened, and given a construction logic closer to the other letterforms, it began to encroach on the territory of the Ta (ट), moving away from the character of the original rather than refining it.
The Problem It Posed
For a reader already familiar with the name Nirma, the distinction held. For anyone encountering the mark fresh, the similarity created a genuine misreading. A logotype that requires brand familiarity to be read correctly is one that hasn't fully resolved its own legibility - the same problem that existed in the original.
The Enroachment
As the Ra was adjusted, thickened, and given a construction logic closer to the other letterforms, it began to encroach on the territory of the Ta (ट), moving away from the character of the original rather than refining it.
The Problem It Posed
For a reader already familiar with the name Nirma, the distinction held. For anyone encountering the mark fresh, the similarity created a genuine misreading. A logotype that requires brand familiarity to be read correctly is one that hasn't fully resolved its own legibility - the same problem that existed in the original.
The Revamped Logo
The Revamped Logo
mascot
mascot
mascot
A mascot loved enough to outlive the brand's own relevance, and held back, in small ways, by the era she was drawn in. I explored how I can minimally alter the mascot to keep her image intact while giving her a fresher, more joyful look.
A mascot loved enough to outlive the brand's own relevance, and held back, in small ways, by the era she was drawn in. I explored how I can minimally alter the mascot to keep her image intact while giving her a fresher, more joyful look.
hover to inspect!
hover to inspect!
hover over the illustrations to appreciate the details! :)
hover over the illustrations to appreciate the details! :)
RESETTING THE FIGURE
Anatomy, energy, embellishment.
The proportions were corrected and the hands opened to give the form balance and a sense of invitingness. The shading still bordered on portraiture - a level of detail that would have created problems in print production.
REBUILDING FOR PRINT PRODUCTION
REBUILDING FOR
PRINT PRODUCTION
Flat colouring, fewer variables
I moved to flat illustration to stay consistent across the brand system - from a 5g sachet to a large-format outdoor application. I maintained the depth by layering colours. It also reduced issues that might come up with print.
Before
After
packaging
packaging
packaging
Laid out together, the category reveals one consistent instinct : loudness.
Laid out together, the category reveals one consistent instinct : loudness.
STARBURSTS
STARBURSTS
CLAIM BADGES
CLAIM BADGES
HEAVY TYPE
HEAVY TYPE
BOLD COLOR
BOLD COLOR
ACTION IMAGERY
ACTION IMAGERY
Every pack is competing for attention in exactly the same way, which means collectively, they've created a noise that cancels itself out. What's absent across all of them is restraint. No brand in this category has trusted the consumer to already know them.
Every pack is competing for attention in exactly the same way, which means collectively, they've created a noise that cancels itself out. What's absent across all of them is restraint. No brand in this category has trusted the consumer to already know them.
Nirma's Opportunity
In a category where everything depends on literal imagery and loudness, speakig quietly is the most disruptive thing a brand could do.
Nirma's Opportunity
In a category where everything depends on literal imagery and loudness, speakig quietly is the most disruptive thing a brand could do.
Nirma Classic : Explorations
Nirma Classic : Explorations
The refresh didn't begin on a blank page. The very first Nirma Yellow Powder pack from the brand's earliest years held a structure and style that lost itself over time. Three explorations followed, each testing how much restraint the pack could carry while remaining unmistakably Nirma.
The refresh didn't begin on a blank page. The very first Nirma Yellow Powder pack from the brand's earliest years held a structure and style that lost itself over time. Three explorations followed, each testing how much restraint the pack could carry while remaining unmistakably Nirma.
THE SOURCE - 1969
EXPLORATION A
EXPLORATION B
EXPLORATION C
Nirma Classic : 1kg
Nirma Classic : 1kg
The refresh didn't begin on a blank page. The very first Nirma Yellow Powder pack from the brand's earliest years held a structure and style that lost itself over time. Three explorations followed, each testing how much restraint the pack could carry while remaining unmistakably Nirma.
The refresh didn't begin on a blank page. The very first Nirma Yellow Powder pack from the brand's earliest years held a structure and style that lost itself over time. Three explorations followed, each testing how much restraint the pack could carry while remaining unmistakably Nirma.
hover over the dieline to see the details! :)
hover over the dieline to see the details! :)
Strategy : The Side
Most detergent packs leave the side gusset blank. Nirma Classic places the wordmark vertically along it, turning leftover surface into recognition surface. Stacked thin-side-out saves space on the supermarket shelves, more units fit per row, and the brand reads from across the store.
Strategy : The Side
Most detergent packs leave the side gusset blank. Nirma Classic places the wordmark vertically along it, turning leftover surface into recognition surface. Stacked thin-side-out saves space on the supermarket shelves, more units fit per row, and the brand reads from across the store.
Nirma Classic : 500g
Nirma Classic : 500g
The refresh didn't begin on a blank page. The very first Nirma Yellow Powder pack from the brand's earliest years held a structure and style that lost itself over time. Three explorations followed, each testing how much restraint the pack could carry while remaining unmistakably Nirma.
The refresh didn't begin on a blank page. The very first Nirma Yellow Powder pack from the brand's earliest years held a structure and style that lost itself over time. Three explorations followed, each testing how much restraint the pack could carry while remaining unmistakably Nirma.
hover over the dieline to see the details! :)
hover over the dieline to see the details! :)
Strategy : Centre Seal
The 500g pack runs on a centre seal, a constraint that naturally splits the back into two halves. Rather than working around it, the seam is used as a divider: one panel carries usage instructions and a built-in Nirma Bloom trial promotion; the other carries the regulatory and brand information.
Strategy : Centre Seal
The 500g pack runs on a centre seal, a constraint that naturally splits the back into two halves. Rather than working around it, the seam is used as a divider: one panel carries usage instructions and a built-in Nirma Bloom trial promotion; the other carries the regulatory and brand information.
Nirma Bloom : Explorations
Nirma Bloom : Explorations
The refresh didn't begin on a blank page. The very first Nirma Yellow Powder pack from the brand's earliest years held a structure and style that lost itself over time. Three explorations followed, each testing how much restraint the pack could carry while remaining unmistakably Nirma.
The refresh didn't begin on a blank page. The very first Nirma Yellow Powder pack from the brand's earliest years held a structure and style that lost itself over time. Three explorations followed, each testing how much restraint the pack could carry while remaining unmistakably Nirma.
EXPLORATION A
EXPLORATION B
EXPLORATION C
EXPLORATION D
hover over the bloom line to see the details! :)
hover over the bloom line to see the details! :)
Mockups
Mockups
LEARNINGS
LEARNINGS
LEARNINGS
Restraint is harder than reinvention. The hardest part of refreshing Nirma was deciding what to leave alone.
Strategy is what makes design defensible. Every choice from the side-gusset wordmark to the ₹10 sachet only earns its place when the why is as clear as the what.
The brief is the design. Rewriting it multiple times sharpened the problem each time, and most projects fail not because the design is bad, but because the brief never got sharp enough to design from.
Restraint is harder than reinvention. The hardest part of refreshing Nirma was deciding what to leave alone.
Strategy is what makes design defensible. Every choice from the side-gusset wordmark to the ₹10 sachet only earns its place when the why is as clear as the what.
The brief is the design. Rewriting it multiple times sharpened the problem each time, and most projects fail not because the design is bad, but because the brief never got sharp enough to design from.
VIEW OTHER PROJECTS
VIEW OTHER PROJECTS
VIEW OTHER PROJECTS
Have big ideas
in mind?