ITC Dazzle is not just a matchbox it’s a celebration of individuality and creativity. Breaking free from the conventional, everyday matchbox, this premium offering introduces longer, sleeker match sticks with vibrant match-heads, all encased in a thoughtfully designed box that sparks curiosity and conversation. Every detail of ITC Dazzle reflects a commitment to innovation and design, transforming a mundane object into an experience that delights and inspires.

At theDESIGNPEOPLE, we were entrusted by ITC Limited to reimagine a product that has remained unchanged for decades. Drawing inspiration from the vibrant and playful world of Indian Kitsch art, we curated a unique ‘Indian family’ of quirky characters to adorn the matchbox packaging. Each character tells a story, reflecting the limitless potential within every individual to dazzle, regardless of age or background. This imaginative approach turns a functional item into a canvas for storytelling, infusing it with personality, humour, and charm.

ITC Dazzle encourages users to embrace their quirks, ignite their own path, and stand out with confidence. Beyond its practical purpose, it embodies a philosophy of celebrating uniqueness, creativity, and self-expression. By blending artistry, design innovation, and cultural storytelling, ITC Dazzle transforms a simple matchbox into an iconic object that inspires dialogue, admiration, and delight reminding everyone that even the smallest sparks can create extraordinary moments.