| Brand | HENKEL |
| Product/Service | PERSIL BLACK DETERGENT |
| Entrant | PROMOACTION DDB Riyadh, SAUDI ARABIA |
| Category | Household, Home Appliances & Furnishings, Home Electronics & Audio-Visual |
| Entrant Company: | PROMOACTION DDB Riyadh, SAUDI ARABIA |
| Advertising Agency: | PROMOACTION DDB Riyadh, SAUDI ARABIA |
| Production Company: | AKER PRODUCTIONS Cairo, EGYPT |
Brief Explanation
To launch the new Persil Black Anaqa (i.e., Elegance) abaya detergent with added fragrance.
While Persil Black abaya detergent was already widely used by women in Saudi Arabia, they were used to using fabric softener for added fragrance.
Agency came up with a creative concept to meet the client's objective to drive Arab women who are using fabric softeners to switch to Persil Black Anaqa detergent for their abayas.
Credits
| Olivier Grateau |
Creative Director |
| Mohammed Abu Abdou |
Copywriter |
| Ajit Sahu/Sameer Kharpude |
Art Director |
| Abhilash Augustine |
Account Manager |