The Campaign

We know that nothing is believable until it is experienced. Daylong freshness is difficult to demonstrate unless the consumer has the fabric with her. So we made sure she got it. We used the newspaper to send the fabric to her. As the newspaper is in the house throughout the day, it would remind consumers to smell it anytime to experience daylong freshness. For the first time ever, the front page of the newspaper carried a Comfort treated cloth affixed onto it. Yes, in the past, we have seen perfumed infused newspapers demonstrating brand claims. However, we did not do that. We did not spray the newspaper with Comfort perfume. Instead, a piece of Comfort treated satin fabric was manually affixed onto the newspaper

Creative Execution

We collaborated with Deccan Chronicle, the largest English daily in our key market Hyderabad. A Comfort treated piece of satin fabric with the print ad was manually affixed onto the newspaper and our innovative idea was dispatched from the press into the hands of our audience. Through the day, our audience could experience the freshness of Comfort. This further cemented our proposition of “ALL DAY FRESHNESS”.

There were notable improvement in brand sales • 23% uplift in volumes • +230 basis points uplift in brand penetration

When media successfully accomplishes a non-media task, then its worthy of a appreication We got a newspaper to fulfil the task of ‘Brand Experience’. Comfort was relaunched with the promise of ‘Day Long Freshness because it contains Fragrance Pearls.’ The acid test is won when we can demonstrate that fabric indeed smells fresh throughout the day. For the first time ever, the front page of the newspaper was converted to cloth newspaper with Comfort treated cloth. Result. 23% uplift in volumes

Insights, Strategy and the Idea

The target audience is the homemaker/ Working women living in large towns. She comes from the higher economic sections of society. She is well informed modern woman ready to accept newer things provided she sees value in the products she buys. While she is aware about fabric conditioners and Comfort she is not sure what difference it would make to her clothes. Remember, using a fabric conditioner results in adding one more step to her laundry process which is not very desirable. Hence it was imperative to demonstrate Comfort and gives her the experience that stays with her all day. We used newspapers to send her fabric that carried the Comfort message. As the newspaper is in the house throughout the day, it would remind consumers to smell it anytime to experience daylong freshness.