Project Type: Produced
Client: Estée Lauder
Product Launch Location: Global
Packaging Contents: Estée Lauder cosmetics
Packaging Substrate / Materials: Board frame and Foil Printed Velvet fabric
Printing Process: Foil Stamping
Estée Lauder wanted to launch a Diwali campaign in India which was elegant, luxurious, understated, and memorable. But above all, they wanted something that was truly Indian. Diwali is the Indian Festival of Lights and the most important festival of the year. where shopping and gifting as its highest.
The limited-edition Diwali Packaging was to be the focus of this campaign.
Shoppers who purchased a certain number of products would get access to this packaging.
LOCAL designed a limited edition box bag printed with the classical Indian fireworks of phuljari, pataaka, jameen chakri and fuvara, which would capture the sparkle of Diwali in an authentic Indian way. The craftsmanship was so exquisite that women, wanted to be seen flaunting it and it became a Diwali must-have.
The campaign also had an antipollution social media message of #allsparklenosmoke since air pollution levels rise drastically during this season in India.
The gift bag is designed to be reusable as a fashion accessory, thus continuing the anti-pollution message.