Food packaging in India is no longer a one-way street. Consumers stomach it by touching the packaging, playing with it, drawing on it, and scanning it. The new-gen interactive packaging designers treat the box as an equal participant in art-the container.
From snack boxes that become board games to ice cream tubs that can be peeled off and drawn upon, the brands are questioning consumers to engage a step further beyond eating. Gen Z, especially, loves packs that feel personal — something they can customize, scan, or share.
Take TagZ, which has printed trivia and brain teasers on pack sleeves. Or Slurrp Farm, which includes colouring corners and jokes. Even drink brands are adding QR codes linked to music playlists, AR filters, or comic book episodes.
It’s not just fun — it’s functional branding. Interactive packaging increases the time spent with the product, turning every pack into an experience. That’s a goldmine in today’s attention economy.
Brands are also using interactivity to promote reuse. Boxes that fold into storage, jars that double as plant pots, labels that peel into stickers — it’s packaging that stays relevant beyond consumption.
Importantly, this isn’t just about kids. Even adult-centric brands are experimenting with customisable sleeves, “write your name” jars, or social prompts printed under lids — making every interaction feel personal.
The outcome? Higher shareability, stronger memory retention, and an emotional hook. Consumers feel like co-creators, not just customers. And when someone doodles on your box or keeps it on their desk — you’ve officially extended your brand’s shelf life.
Because in 2025, a pack that entertains, surprises, and interacts isn’t an extra. It’s expected.
And in a world full of passive wrappers, the DIY dabba is the one that sticks around.
