Happydent, the chewing gum brand from Perfetti Van Melle India, has partnered with online crowdsourcing platform TalentHouse India to invite artists to create designs for a special edition of Happydent White flip-top packs.
The winners will be announced on February 4. The grand prize is an iMac, while three runners up will receive an iPad each; more designs will receive vouchers worth Rs 25,000 subject to brand selection. These designs will also be produced as limited edition Flip-top packs.
Speaking about the initiative, Mandar Keskar, category head, marketing, Perfetti Van Melle India, says, "The Happydent packs have been widely accepted as a cool accessory and we are looking to explore this opportunity further to see how the youth would like their Happydent White packs to be designed. Through TalentHouse, we have already received a wide portfolio of designs that depict the Sparkling Smile imagery of the brand."
Mehra adds that creative crowdsourcing is fast gaining pace in India, with brands and mentors opting for this convenient platform to engage with their audiences.
TalentHouse India is the Indian arm of the California-based creative crowdsourcing platform launched in India by Reliance Entertainment. In January 2012, Micromax had collaborated with TalentHouse India to launch a crowdsourcing creative hunt to revamp its logo. Zod had also partnered TalentHouse to crowdsource its TVC script. Apart from Happydent, TalentHouse had also crowdsourced package designs for Kurkure last year. "We worked with 21 brands in 2012 and wish to double the number in 2013," says Mehra.
Mehra informs that TalentHouse has done projects like product design, signature tune, logo design and television script.
Speaking about how brands have reacted to this platform so far, Mehra adds that almost 80 per cent of the pitched companies have loved the platform. Of that, 20 per cent have adopted it, while 50 per cent have expressed their intention to come back.