|Product / Service||KITCHEN TISSUE ROLLS|
|Entrant||McCANN WORLDGROUP INDIA Mumbai, INDIA|
|Entrant Company||McCANN WORLDGROUP INDIA Mumbai, INDIA|
|Advertising Agency||McCANN WORLDGROUP INDIA Mumbai, INDIA|
|Production Company||REMIX STUDIO BANGKOK Bangkok, THAILAND|
|Prasoon Joshi||Mccann Worldgroup||National Creative Director|
|Prateek Bhardwaj||Mccann Worldgroup||National Creative Director|
|Kapil Batra||Mccann Worldgroup||Executive Creative Director|
|Prashant Sharma||Mccann Worldgroup||Creative Director|
|Ashish Nath||Mccann Worldgroup||Copywriter|
|Suparv Chotmarada||Mccann Worldgroup||Copywriter|
|Prashant Sharma||Mccann Worldgroup||Art Director|
|Ayushi Rastogi||Mccann Worldgroup||Visualiser|
|Bhakti Malik||Mccann Worldgroup||Account Planner|
In India, people still prefer to use old rags or cloths to clean their kitchen spills. This is not only unsanitary but also unhygienic. The masses believe that cloth is far more absorbent than tissues, which is untrue.
Premier Kitchen Tissues are a brand of high quality kitchen towels. They wanted to launch their new range of kitchen tissues, which were 40% more absorbent than any other tissue in the market.
To highlight the super absorbent benefit, we created a campaign that consisted of animal origami figures next to liquid spills in kitchens. The idea behind it being that Premier Kitchen Tissues clean up spills just like the animal would lick them clean.
The campaign was highly successful. Not only did we manage to help Premier Kitchen Tissues get noticed in a relatively dead market, we also managed to make kitchen tissues a household feature. Apart from that, sales saw a rise of 12%.