Mumbai - Saatchi & Saatchi India's new campaign for P&G's detergent brand Ariel, aims to infuse love into laundry, a very low involvement relationship. Faced with the challenge to create a strong emotional connect for the brand, the campaign revolved around the insight that clothes have memories and stories attached to them, which is what makes people love and treasure them. ‘My Story, My Ariel' provides a platform for consumers to re-live and narrate the stories of their favourite clothes. And for Ariel, a perfect opportunity to weave their brand promise of ‘shine like new' into human conversations.
Talking on the inception of the idea, Mithun Mirji, Regional Creative Director, Saatchi & Saatchi, says, "This idea is very close to my heart. It is so intuitive - each one of us has a garment, however everyday and ordinary, that has become special because of the emotions and memories associated with it. And Ariel helps keep such treasured clothes impeccably clean for longer."
While TV and print capture the stories narrated by people about their favourite clothes, the digital leg fully leverages the medium to further drive the engagement, through social media and other online forums.
The response has been overwhelming - in just 4 weeks 210,000 stories have been shared, with one story being submitted every minute. The Ariel India facebook page has witnessed record number of organic fans generation with Fans crossing the 320,000 mark. The digital videos have had over 300,000 views and the campaign has got over $500,000 worth free media coverage.
Finally India has found a reason to love Ariel.
Advertiser: P&G (Ariel)
Agency: Saatchi & Saatchi India
Chief creative officer: Ramanuj Shastry
Creative team: Ashutosh Karkhanis, Mithun Mirji, Vihar Patkar, Rahul Jagtap, Zara Zaki
Account management: Priyanka Chatterjee, Diana Wadia, Alolika Mazumder
Agency producer: Anuj Alia
Production house (TVCs): Milestone films
Director (TVCs): Vishal Mangalorkar
Production house (Digital films): Saatchi & Saatchi India
Director (Digital films): Anuj Alia