2011 Winners & Shortlists

Results and Effectiveness

In a category cluttered with regular stain removal claims, the ad stood out as it needed interaction from the audience and made them part of the stain reversal process.

Creative Execution

We played with the medium itself. In this case, the magazine. We showed a drop coming out from a ketchup bottle but reversed the logo placement so that when the consumer looks at the ad, he sees the spill dropping back into the ketchup bottle. Thus, communicating how Persil Gel reverses the stain.

Insights, Strategy and the Idea

To communicate the efficacy of Persil Gel as a stain remover. This to a hard-to-convince target audience that's exposed to a lot of advertising already that claims stain removal.