The Brief

In India, 456 million people live below the poverty line with limited access to the bare necessities like clothes. Whirlpool has joined hands with GOONJ (a voluntary organization), to initiate EK JODI KAPDA (A Set of Clothes) Campaign, addressing the basic but ignored need.

Describe how the promotion developed from concept to implementation

We fabricated an innovative T-shirt design that feels like it was carved out of the human skin. It plays on the fact that while one is shopping for new clothes there are millions who have nothing to wear

Describe the success of the promotion with both client and consumer including some quantifiable results

The T-shirt was placed at apparel shops. Shoppers stumbled upon the piece as they went about looking for their sizes. Inevitably they picked it up, read the tag and scanned the QR Code which took them directly to the website www.ekjodikapda.com

Explain why the method of promotion was most relevant to the product or service

Poverty has become a norm in many countries including India. People look around, sympathize momentarily, but move on. We needed an idea which jolted people and prompted action. Whirlpool being a large brand associated with clothes care could fittingly champion the cause of donating used clothes to charity.