Ariel: Share the load
BBDO India
Objectives
Communication in the premium laundry detergents category in India has traditionally been unengaging, with a focus on product performance and demos. Here, Ariel led the category thanks to its superior performance and stain removal claims.
This however changed with time as Ariel's key competitor - Surf engaged the urban Indian woman with its 'Daag Acche Hai' campaigns ('Dirt is Good'). With its approach, Surf created a new context for the category - laundry is no longer just about stain removal, it was about creating a playful, learning environment for your children. Over the...