The Brief

The age of work force in India has dropped dramatically to 18-25 with students moving out of home at a much younger age and learning to do their own chores like laundry, cleaning etc. In order to reach out to this new group of consumers, Henko detergent decided to divert their attention from housewives to 'young India'. To do this, Henko needed an idea that would not only create a stir but also induce trials to drive in the product benefit. The idea had to be fresh, innovative and edgy to appeal to the modern Indian youth.

Creative Execution

The DM promotes Henko Stain Champion as a detergent that removes the toughest stains. The t-shirts depict some of the hardest stains on society, and these stains wash away on using Henko Stain Champion. This DM clearly demonstrates the stain fighting ability of Henko and spreads awareness about racism, domestic violence and child labour.

Describe the creative solution to the brief/objective.

Keeping in mind that the youth of India feel strongly about the societal ills, Henko needed an idea that had a strong social message while keeping it young. We sent out t-shirts with cool illustrations to a database of young corporates. These illustrations were stained with special inks that depicted various social evils. A sachet of Henko Stain Champion was attached to the t-shirt. On washing, the stains washed away making the illustrations stain-free of social evils.

Results

The innovative communication was widely appreciated by youth across the country. The social angle of the DM made the message stronger and memorable. There was an overwhelming response towards the innovative t-shirts and it gathered much word-of-mouth publicity. People found the unique communication engaging and refreshing. Awaiting results in regard to sales.