Execution

We needed to do something clutter-breaking for the launch of Nirlep's new rectangular non-stick pan. Being unconventional was important given the category, which has always been considered boring. The target audience were wives in urban households. The unique insight was that capturing the imagination of their children would automatically attract mothers, making them our captive. We designed Air Hockey Tables, shaped just like the pan, with a special puck that looked like a fried egg. When people played on the table, the 'fried egg' puck slipped and slid around the pan-shaped tables demonstrating the non-stick quality of Nirlep's cookware in a fresh and interesting way. The Air Hockey idea worked perfectly. It caught the eye of mothers when they accompanied their children to the mall and made the point in a fun, surprising and unforgettable manner. Just what a boring category needed. An idea for non-stick cookware that really stuck. The launch was successful and enquiries at stores were aplenty. Sales and coverage for the brand were far higher than expected.