Jumbotail
Gold
A paid membership for kirana owners, sold on a counter in print and again inside the app in a 960×540 push. The two never meet, so the pack had to survive being reduced to one line and one benefit.
Purple and gold, and nothing else to remember.
The programme runs on two colours it does not share with the marketplace: a deep purple ground and a gold G lockup. On a counter covered in FMCG packaging, almost all of it red, orange and yellow, purple is the one thing that is not shouting.
The card and the notebook are the physical half — what a sales rep leaves behind. The pamphlet is the argument: Join Gold Membership, then the benefits as a numbered list, then the call to action repeated at the foot so it survives being folded.
A benefit at a time, at 960 by 540.
In the app the same programme becomes a push notification, and a push cannot carry a list. So each one takes a single benefit and states it as a number: Free delivery over ₹2000. Save minimum ₹20 every day. Exclusive benefits on target schemes.
They share a photographed member, the purple field and the Gold lockup, so three separate sends read as one programme rather than three offers. The figure is always the largest thing in the frame, because at that size it is the only thing that will be read.
GoldenEye is a different animal.
The GoldenEye coupon and notebook sit beside Gold but drop the purple for a warm gold, and lead with a discount rather than a membership. It reads as a promotion attached to the programme, not as part of it — which is what keeps the Gold pack from becoming a discount brand.
7 pieces.
