Case Study – Digital & Marketplace
Ecosac is a leading manufacturer and promoter of eco-friendly, reusable products in India. Kachra Sack is one of the standout brands from Ecosac that produces biodegradable garbage bags from recycling various other products.
Selling garbage bags online is no small feat. The product category faces significant hurdles: low consumer awareness, competition from cheaper alternatives, and minimal interest in what’s often considered a mundane purchase.
Our initial campaign highlighting superior quality struggled to resonate with the audience. After all, the prevailing mindset was, “A garbage bag is just a garbage bag—why choose one brand over another?”
Sometimes, traditional approaches just aren’t enough to break through. Functional messaging alone wasn’t going to overcome user apathy, so we knew it was time to think outside the box. By crafting a series of bold, witty one-liners intertwined with clear product benefits, we captured attention and sparked interest. This fresh, creative approach helped us cut through the noise and position the brand prominently in the market.
It is commonly said in hindi “Ghee seedhi ungli se na nikle, to ungli tedi karni padti hai” Functional lines were never going to shake user apathy and the user had to be lured with attention-grabbing messages. Using a string of saucy one-liners, and weaving this with product benefits, we could get through to the end user and get the required attention to promote the brand.
