India’s snacks market is dominated by global brands selling chips & extruded snacks, with massive investments in media over the last decade. Indian brands with ethnic snacks lost out in the process and this was most evident in the snacking aisles and shelves of stores. Where traditional Indian brands were almost invisible.

Sensing an opportunity for traditional Indian snacks, MTR entered the segment in 2012 with a range of 9 snacks and approached us to redesign their packaging. The new packaging featured the crunchy, delicious snack upfront, with the background colours in bold red and yellow. And the branding overlaid on the bright backgrounds. Giving the brand a distinctive look and the helping it stand out on crowded shelves.