OUTWHITE by Grey Kuala Lumpur for DAKSHINA BAHARATH

OUTWHITE

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Industry Washing powders & Detergents
Media Design & Branding
Market Malaysia
Agency Grey Kuala Lumpur
Copywriter Charlene Ong
Designer Lian Ee Wern
Released February 2010

Credits & Description

Category: Posters
Advertiser: DAKSHINA BAHARATH
Product/Service: FABRIC WHITENER
Agency: GREY GROUP KUALA LUMPUR
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: GREY GROUP KUALA LUMPUR, MALAYSIA
Group Creative Director: David Sin (Grey Group Kuala Lumpur)
Senior Art Director: Phoecus Lee (Grey Group Kuala Lumpur)
Copywriter: Charlene Ong (Grey Group Kuala Lumpur)
Design Director: Licia Ng (Grey Group Kuala Lumpur)
Designer: Lian Ee Wern (Grey Group Kuala Lumpur)
Media placement: Poster - Retail outlets - 15/03/2010 - 1 month

Describe the challenges and key objectives
Ujala is a brand of fabric whitener from India that is little known outside its local market. Although available at Giant, one of Malaysia’s leading hypermarkets, it had hardly any shelf or brand presence to speak of. What was needed was a way for the product to stand out in a big way, at both above-the-line and point of sale level.

Describe the brief from the client
To penetrate the Malaysian market share in the fabric whitener category, and increase brand awareness of Ujala, with just one key execution.

Describe how you arrived at the final design
How do you make a visual statement in a market saturated with colour and lush images from print to POP levels? By stepping outside the pretty picture. Through impactful minimalist designs, Ujala demonstrates how it "outwhites" other garments within the vicinity. With a series of posters that throw the rest of the picture into darkness, it paints a playfully exaggerated picture of superior whiteness that stands out without needing to shout.

Give some indication of how successful the outcome was in the market
As the campaign has just begun, no results are obtainable yet.