Britannia Pure Magic canisters win Indiastar 2010

Britannia Pure Magic has been awarded the Indiastar 2010 for the design of its canisters. Indiastar 2010 is a national award for excellence in packaging design, innovation, technology, pack construction, material usage and environmental concerns, constituted by by Indian Institute of Packaging .

Ashwini Deshpande, founder of Elephant Strategy + Design, said the design was a joint effort between her agency, Paper Products Ltd and Britannia's R&D team. "The cannisters have a more innovative format," she said. "It's much lighter, almost like a better structural version of the paper cups we drink soft drinks in."

The judging criteria includes originality of design, visual appeal,  cost effectiveness, eco-friendliness and  convenience to users.