MIRROR CLEAN by Taproot Mumbai for Nirma

Adsarchive » Design & Branding » Nirma » MIRROR CLEAN

MIRROR CLEAN

Pin to Collection
Add a note
Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding
Market India
Agency Taproot Mumbai
Creative Director Agnello Dias
Art Director Santosh Padhi
Illustrator Ajinkya Bane
Released September 2009

Credits & Description

Category: Posters
Advertiser: NIRMA LIMITED
Product/Service: BARTAN UTENSIL CLEANING BAR
Agency: TAPROOT INDIA
Date of First Appearance: Sep 9 2009 12:00AM
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Santosh Padhi (Taproot India)
Chief Creative Officer: Agnello Dias (Taproot India)
Executive Creative Director: Santosh Padhi (Taproot India)
Executive Creative Director: Agnello Dias (Taproot India)
Creative Director: Santosh Padhi (Taproot India)
Creative Director: Agnello Dias (Taproot India)
Art Director: Santosh Padhi (Taproot India)
writer: Santosh Padhi (Taproot India)
Illustrator: Ajinkya Bane (Taproot India)
Account Manager: Manan Soni / Ashok Soni (Purnima Advertising)
Media placement: Posters - Various In Shop Posters Across India - 09-09-2009

Describe the challenges and key objectives
The objective from the beginning was to approach an existing proposition in an innovative manner so that the brand enjoys a top of mind recall with the housewives of various segments. Naturally, a simple but innovative piece of outdoor communication was conceptualised and developed keeping in mind the same, as well as to facilitate a brand experience rather than a mundane piece of one-way communication. The main approach was to use actual mirrors to complement the brand promise. Moreover, in a low-spends-high-research category, it made sense to facilitate a brand experience than a mere piece of mundane one-way communication.

Describe the brief from the client
The brief was to take the existing proposition of mirror-finish cleaning and approach it in a fresh innovative manner, allowing housewives of various segments to engage with the communication and get the message in the simplest yet creative ways.

Describe how you arrived at the final design
We made cutouts of various utensil shapes of three broad categories; namely contemporary, traditional, and conventional. Where we chose utensils that the respective TG would be familiar with or must be using. These utensil spaces were left empty/cut out, whereas the other part was printed in black, giving onlookers a feel of seeing themselves in a mirror finish utensil.

Give some indication of how successful the outcome was in the market
The basic premise of using actual physical mirrors as promotional tools itself was very tight with the brand promise and proposition. Moreover, in a low-spends-high-research category like this, it made even more sense to involve the TG via below-the-line activities that in fact, got the same message across in a much more interactive manner. Lastly, the idea-innovation meets product-demonstration juggernaut helped obtain top of the mind recall in the minds of consumers.