STAINS by VML Qais Mumbai for Amway

STAINS

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Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding
Market India
Agency VML Qais Mumbai
Executive Creative Director Deepesh Jha
Creative Director Abhinav Pratiman, Jaideep Mahajan, Daniel Zenas Upputuru
Copywriter Rishi Chanana
Released October 2009

Credits & Description

Category: Posters
Advertiser: AMWAY
Product/Service: WASHING-UP LIQUID
Agency: REDIFFUSION Y&R
Date of First Appearance: Oct 27 2009 12:00AM
Entrant Company: REDIFFUSION Y&R, Gurgaon, INDIA
Chief Creative Officer: Sagar Mahabaeshwarkar (Rediffusion Y&R)
Chief Creative Officer: Minakshi Achan (Rediffusion Y&R)
Executive Creative Director: Deepesh Jha (Rediffusion Y&R)
Creative Director: Abhinav Pratiman (Rediffusion Y&R)
Creative Director: Daniel Upputuru (Rediffusion Y&R)
Creative Director: Jaideep Mahajan (Rediffusion Y&R)
Art Director: Rishi Chanana (Rediffusion Y&R)
Illustrator: Rishi Chanana (Rediffusion Y&R)
Designer: Rishi Chanana (Rediffusion Y&R)
Copywriter: Rishi Chanana (Rediffusion Y&R)
Media placement: Poster - In Store - 27/10/09

Describe the challenges and key objectives
Indian food preparation is a tedious chore. The preparations leave out a lot of oil and grime on the utensils. It’s a tough task for the housewife to remove the tough stains once the food is made. When it comes to creating communication for a washing-up liquid, the biggest problem that needs to be communicated is the effective removal of tough stains.

Describe the brief from the client
In a highly competitive market, build a distinct position and shelf space for Amway Dish Drops.

Describe how you arrived at the final design
The "tough stains idea" was used as the basis for the idea to communicate the product benefit. The devise of showing sparkling clean utensils against a dirty, stained kitchen brings about the contrast dramatically communicating the benefit clearly.

Give some indication of how successful the outcome was in the market
Posters at key hyper stores and neighborhood stores were put up to communicate about the benefit. A host of inquiries and large amount of trials were seen within a week of the said communication being put up.