The Focus
Creating a packaging structure for Bajaj Engine Oil, tailored specifically for motorcycles
Needed to create a structure that caters to bike enthusiasts and mechanics alike so that Bajaj becomes the ‘go-to’ brand as far as maintenance and performance are concerned
Lastly, to provide design cues that indicate aspirational value for yet other consumers who would not normally involve themselves in the ‘selection’ of engine oils
The Design
Elephant created a structure that echoes futurism, reliability and quality
Utilised elements from the Bajaj range of bikes, particularly the Pulsar, in order to connect and reinforce Bajaj’s strengths and values
Structure enforces the will to aspire for more performance and upward mobility, since most consumers are only concerned with mileage and affordability
The Story
Bajaj Auto is the flagship company of the Bajaj Group, which is one of the largest and oldest conglomerates not just in India, but also the world. It occupies the position of the second-largest manufacturer of motorcycles in India and the third-largest globally, while also being the largest auto-rickshaw (three-wheeler) manufacturer.
Needless to say, the Bajaj name is firmly embedded in the Indian mindset because of its commitment to giving the everyday commuter the experience of powerful performance, unlike other brands that have often focused solely on mileage alone. Many suggest that the evolution of Bajaj Auto happened with the introduction of the Pulsar in 2001, enabling it to go from a reliable scooter maker to a performance bike powerhouse.
Given this background, Bajaj naturally also wishes to give its customers a full-ecosystem of Bajaj products that can be good accompaniments for the core vehicle. Its engine oil is one such product and is also known for being amongst the first brands to have a product that only needs changing after 10000 kilo-meters.
Bajaj came to the team at Elephant with several concerns about their engine oil, which needed to be remedied with the packaging structure.
“The oil had to also attract people who are normally more concerned about mileage and budget, creating some sort of aspirational value in the process.”
The engine oil market is already fairly saturated with dedicated engine oil producers like Castrol, which was one of the pain points: namely, visibility on the shelf. Another concern was to do with the product itself: engine oil is something bike enthusiasts are more concerned about, especially those who own performance-centric machines. Thus, the oil had to also attract people who are normally more concerned about mileage and budget, creating some sort of aspirational value in the process.
Lastly, there were certain functional constraints that needed to be remedied when it came to dispensing and storing the oil.
“To evoke similar feelings from the Engine Oil, Elephant decided to utilise the Pulsar’s vehicular features and integrate it with the bottle that contained it. It also offered two branding areas for Bajaj, which in turn reinforced the brand’s ecosystem at large.”
The Pulsar Callback
Bajaj created a new kind of consumer with the Pulsar, its game-changer. It made the performance bike available for budget-buyers and focused on both performance and mileage as opposed to other budget bikes that were mostly focused on mileage alone.
To evoke similar feelings from the Engine Oil, Elephant decided to utilise the Pulsar’s vehicular features and integrate it with the bottle that contained it. It also offered two branding areas for Bajaj, which in turn reinforced the brand’s ecosystem at large.
The result was a futuristic-looking packaging structure, which created the impression of reliability, expertise, finesse and at the same time, played on aspirational cues. The usage of bright colours also enabled it to distinctly stand out on shelves, making it a viable competitor regardless of existing clutter and competition.
“Regardless of the user: be it a mechanic or the DIY enthusiast, engine oil is a very ‘hands-on’ product. The pursuit of accessibility, hence, also lies in making certain changes to the aesthetic that are functional in nature. This is reflected in the packaging structure.”
Functional Changes
Regardless of the user: be it a mechanic or the DIY enthusiast, engine oil is a very ‘hands-on’ product. The pursuit of accessibility, hence, also lies in making certain changes to the aesthetic that are functional in nature. This is reflected in the packaging structure.
For instance, the bottle cap of the oil can be inverted and utilized to open the plastic nut of the gearbox. The bottle also has longer neck and good grip in order to facilitate the replacement of the oil with minimal hitches. The bottle also is translucent so that the user can check on the oil level, as compared to other opaque bottles.
Since engine oil is also a product that needs to be kept as pure as possible (and also prone to adulterants), Elephant added an auto seal breaker to the mix. This prevents the need for puncturing the seal with nails and other implements that are used elsewhere. The long neck adds a dual purpose here, where because of its length, it does not get exposed to the dust on the engine cap.
“Leave it better than you found it.”