Naagin: A Family Of Flavors

Dipster Packaging and #JustAddNaagin Campaign

Naagin is a proudly Indian hot sauce and pantry essentials brand that brings bold, flavour-packed sauces to homes across India.

The objective to revamp the Naagin Dipsters packaging, a specially curated hot sauce dip for sale at QSRs. The challenge at hand was to improve its visual appeal while retaining all mandatory elements.

Additionally, the client also wanted to explore a complementary mini-campaign called “Just Add Naagin”. This campaign highlights how the sauces can elevate everyday meals effortlessly.

Team: Aishwarya Ganesh & Sukanya Aggarwal

Software Used
Adobe Illustrator, Adobe Photoshop,
Adobe After Effects

Rooted in culture and taste

We began with in-depth research to understand the essence of Naagin sauces and its connection to Indian households.

Using mind maps and mood board, we identified themes of warmth, versatility, and playfulness, leading us to personify Naagin as a lively family.

Meet The Naagin Family

To humanize the brand, we created characters for each sauce inspired by Indian family archetypes:

The welcoming matriarch who respects traditions.

The picky-eater.

The loving home chef.

The foodie with a tough-love approach.

Each member adds their unique flavor to the table, reflecting the diverse offerings of Naagin sauces.

Our campaign highlights relatable family dialogues and everyday moments made better with Naagin.

Catchphrases like 'Beta swaad nahi aa raha!' and 'Khaane mei kya banau!?' resonate with Indian households.

Bringing The Family To Life.

These phrases express how family members think about food and also show an underlying desire of upgrading their meals.

This led us to our hero campaign line, reflecting how Naagin is the obvious, no-brainer ingredient in meals.

The Naagin Family Posters

Masala Box

*

A Staple In Every Indian Home

*

Masala Box * A Staple In Every Indian Home *

The extension ideas for the campaign focused on everyday scenarios and things that a family interacts with.

We extended Naagin’s story to digital platforms with quirky ideas for Instagram reels and YouTube ads, featuring remixes of iconic songs like 'Eena Meena Deeka' to bring a spicy twist to classic tunes.