Ariel launches 'My Story, My Ariel' campaign

Ariel, P&G’s leading detergent brand in India, well known for its superior laundry experience and innovation leader within the category, has launched its biggest ever consumer engagement programme, ‘My Story, My Ariel’ that aims to make Ariel a lovemark for Indian women.

 

Conceptualized by Saatchi & Saatchi India, ‘My Story, My Ariel’ has created a platform for people from all over the country to share stories of their favourite clothes.

 

Talking on the inception of the idea, Mithun Mirji, Regional Creative Director, Saatchi & Saatchi, says, “This idea is very close to my heart. It is so intuitive - each one of us has clothes, however everyday and ordinary, that have become special because of the emotions and memories associated with them. In fact, I have a pair of jeans, which makes me re-live my college days every time I wear them. You just can’t let go of such treasured clothes”.

 

Taking this thought forward, Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi elaborates, “Some garments have a story to tell… that’s why it’s special. Be it big or small, that story never fades away. It inspires us, transforms us and that story makes us love our clothes even more. Therefore the creative objective was to invite people to share the stories of their loved clothes.”

 

While TV and Print capture the stories narrated by people about their favourite clothes, the digital leg fully leverages the medium to further drive the engagement, through videos, banners and social media.

 

Vidya Murthy, Brand Manager Fabric & Home Care, said, “Over the years people have trusted Ariel & we wanted to give our consumers the opportunity to tell their stories through our holistic campaign ‘My Story, My Ariel’. Leveraging the insight that certain clothes have a special meaning for the owner & Ariel’s role in keeping those clothes special, the campaign has resulted in high engagement & recall across touch points.”