Category

Award

FOLD A STAIN - WALL PAINTING

ClientPROCTER & GAMBLE
ProductTIDE
EntrantLEO BURNETT INDIA Mumbai, INDIA
Type of EntryUse of Media
CategoryBest Use of Outdoor
TitleFOLD A STAIN - WALL PAINTING
Product/ServiceTIDE
Entrant Company:LEO BURNETT INDIA Mumbai, INDIA
Advertising Agency:LEO BURNETT INDIA Mumbai, INDIA
Credits
Name Company Position
KV Sridhar Leo Burnett National Creative Director
Amod Dani Leo Burnett Creative Director
Amod Dani Leo Burnett Copywriter
Sadanand Narvekar Leo Burnett Art Director
Ganesh Nayak Leo Burnett Art Director
Nishikant Palande Leo Burnett Illustrator
Pranali Bhogale Leo Burnett Illustrator
Priyanka Chavan Leo Burnett Illustrator
Gaurav Lalwani Leo Burnett Servicing
Sharan Sabhachandani Leo Burnett Servicing
Pooja Motwani Leo Burnett Servicing
Shivkumar Dhale Freelance Photographer

Results and Effectiveness:

This campaign managed to delight the consumer through the fun, interactive product demonstration of Fold-a-Stain. This allowed the consumer to easily understand the product benefit of superior stain removal at lesser quantity of Tide through a memorable experience that they would share with their family & friends. The sampling exercise was a huge success as we were able to reach 60,000 households. This led to consumer trials which exceeded expectations.

Creative Execution:

Wall painting was strategically placed near major supermarkets. Through illustrations we depicted colourful and common characters with big stains on their clothes. These large stains were specially fabricated by paper and carried a message on them that read 'Fold'. On following the step-wise folding of the stain the stain magically transformed into a small One- Rupee sachet of Tide. The One-Rupee Tide sachet carries only 20 gms of Tide, thereby showing aptly how a little bit of Tide, can do a lot more.

Insights, Strategy and the Idea:

Consumers no longer believe in complicated claims and scientific product stories. They are longing to really see how the product really works. Lesser amount of Tide, as compared to other detergents, is actually superior in pulling stains out of clothes and we realized that consumers love to see this simple action. Therefore we developed the Fold-a-Stain visualization.