Advertiser: P&G India
Agency: BBDO India
Country: India

Objectives

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:

  1. Ariel's superiority in stain removal was category hygiene: Traditionally, success in the premium detergent category has been linked to the brand's stain removal credentials. Here Ariel led the category thanks to its superior product performance and claims on tough stains. But with time, tough, functional differences between brands have narrowed and now every brand talks about its product performance on tough stains – be it chocolate, oily masala, dirt or ketchup.
  2. Ariel's key competitor had become more newsworthy and relevant to urban women: Surf, with its 'Daag Acche Hai' (Dirt is Good) campaigns, created a new context for the category – where laundry is no longer just about stain removal, it was about creating a playful, learning environment for your children. Over the years, this social context made Surf more newsworthy and relevant to urban women in charge of laundry.