Use of Integrated Media
Client P&G India
Brand Ariel Matic
Entrant MediaCom
Brief In a category of 30+ brands and half a billion consumers, Ariel wanted to launch a new Matic Pack and hit sales growth of 30% The big challenge that lay ahead for Ariel was to beat the Goliath brand Surf Excel. The competition, in the past year, had put all their might into product launches.
In India, whose responsibility is it to wash clothes? The woman always! We identified a huge growth opportunity. We turned the category norm on its head and reframed the conversation to equality at home. Instead of talking to women about a superior detergent, we would tell their other halves how to do the laundry and made life easier for women!