Birajdar  says, “With increase in competition between various brands offering the same product there is a need to increase perceived value alongside tangible value. Brands have already started to use this as a marketing tool. I feel it can be a USP to their product.” Birajdar shares the examples of the Smile with Lays campaign, Mondelez’s Name on Cadbury pack, ITC’s Diary and notebook cover page customisation etc.

A packaging campaign that wowed him was when Mondelez introduced “the save half for later” campaign. This, Birajdar says, was possible due to a resealable chocolate pack. He adds, “The extent to which brands went to understand consumer behaviour was amazing. Birajdar adds, “And when Coca Cola announced that it will be dropping green colour Sprite bottle identity and will be introducing transparent bottles to promote easy recyclability.”

Gemini’s Automatic tin filling line where there was no human intervention for any process has impressed Birajdar. He says what he liked was how “the filling to palletisation was done in a perfect symphony with a series of machines and technologies.”

Aditya Birajdar swears by sustainability since “Not only brands but even consumers have started to ponder about the environment.” He says, “A pack with a sustainable packaging USP is a bonus for the brand. Brands such as Colgate, Coca Cola, HUL, Shell have many initiatives to minimise and eradicate plastic waste.” Aditya Birajdar urges packaging converters and suppliers to propose and try new solutions with brands. “Together, we can build a great sustainability story and make a positive impact on the ecosystem,” he signs off.