Walk into any of the departmental stores, chemists, cold drink houses or for that matter your local general stores, you will be confronted by an army of dispensers and stands vying for your attention. At the first glance, you will be deceitfully made to believe that they are made from plastic or an equivalent material. But it is only after you zero-in your focus, or just casually extend your hand to get the feel do you realize that you have just been deceived by the visually deceptive features of corrugated paper. Corrugated paper promises to be the next best alternative to plastic for promotional display. It is cost effective, light in weight, convenient to transport and above all eco-friendly and therefore easily recyclable. The packaging options available are endless. From a mere 6 sided box to the shape of a football, in corrugated packaging, there is no limitation to the expression of creativity. Its a totally fresh intriguing world of its own. excitingly exclaims Mr. Haresh Mehta from Jayna Packaging Pvt. Ltd. Many reputed companies, especially MNC’s have made corrugated paper products an indispensable part of their outdoor marketing artillery. Rubbermaid has used a whole range of innovative POP, Shelves, Visual Merchandising all rolled in one to create the niche on the counters.

The POPs were designed in such a manner that they could be transported in a flat shape and set up in barely five minutes. The packaging were designed to double up as a display once it opens up. So what looked as an ordinary cardboard box packed with Rubbermaid products, when opened and set up it turned into an effective display complete with shelves. Natraj Pencils had a display stand erected at the shops in the shape of a Pencil with provisions to display their range. The stand served the dual role as a display and simultaneously enhancing the brand recollection value. Similarly Rotomac had erected a three dimensional display at prominent outlets made from corrugated paper that offered the flexibility of displaying your entire range while retaining the visibility value. Corrugated packaging has also been effectively used to offer utility value to the end user. Last Diwali Coke introduced a set of three cans packaged in a corrugated box, which could also be used as an innovative Diwali Lamp after consuming the cans. On an other instance coke introduced a pack of 8 cans attractively packed in the shape of its delivery truck which struck the chord among children with its elegance and visual appeal. “The utility of corrugated boxes is just not restricted to outdoor display only. It can also be used with equal effectiveness as Gift packs.” mentions Haresh Mehta. He further adds, “ You can not just increase the value of the product and its appeal with attractive packaging, but also command a desired premium.” Jayna Packaging recently did a packaging for Alaap, a compilation of CDs of Indian Music. Considering the age of Indian classical music the theme finalised for packaging was Vedic scriptures. The entire CD cover was designed in the shape and form of ancient Indian Scriptures. The inside of the box contained CDs placed in pairs under the patras made from card paper joined with coir threads, imparting it an ethnic feel. The coir threads provided helped to lift the patras and access the CDs. The entire feel given was ethnic in lines with the music. The packaging invited considerable appreciation and received quite a warm response. “Would have someone bought a set of CDs or gift it if it was placed in a simple packaging.

And above all would some one easily shell out Rs. 5000/- for this pack if it hadn’t been for the packaging”, queries Mr Haresh emphasizing on the fact that the packaging played a pivotal role in commanding the price premium. “It creates a great difference in pushing a product among impulsive buyers.” adds Mr. Chandrakant Gupta, a General Stores owner. He further mentions that this tendency is found more in the chocolates and snacks segment. People come hunting for something to take home and buy something that catches their eyes first. Besides, children also buy products attracted by the visual appeal of the display and its packaging. Though corrugated packaging has received commendable response there are few non-takers too who do not approve it in the long run. “POP usage and handling in India is rougher and varying weather conditions make it difficult for usage across the country. “ comments Mr. Kesavan Venkatrao, Marketing Director, Perk Inn International. He further adds, The POPs sent to us from our international counterpart Rubbermaid could not withstand the atmospheric humidity of India, sagging and warping etc happen so we had to gradually changeover to powder coated MS on collapsible structures.” Though the supporters of this medium beg to disagree. “I have been using a chair in my office made from Corrugated Paper from the past 5 years and is still going strong. assertively argues Mr. Haresh. Corrugated boxes irrespective of these shortfalls can be said to have gained considerable popularity primarily as effective packaging materials. Considering the innovation and freshness introduced, they surely promise to deliver beyond their expectations. As a corrugated packaging designer jovially puts it, Joh Dikta Hai Woh Bikta aptly summarizes its importance in the years to come.