Advertiser: P&G IndiaAgency: BBDO IndiaCountry: India
India is one of the fastest growing economies in the world. And as household incomes rise, we see more and more urban Indians investing in household appliances like microwaves and washing machines to make life at home easier.
To capture the opportunity, Ariel, a leading premium detergent brand, wanted to focus its efforts behind driving sales of its premium variant, Ariel Matic for washing machines.
Through our analysis we identified two major barriers to growth:
- Ariel's superiority in stain removal was category hygiene:Traditionally, success in the premium...