McCann Erickson Delhi has rolled out an innovative outdoor campaign for its client, Onida, with the objective of promoting Onida’s fully-automatic top-loading washing machine as one that handles the maximum wash load in its category.
“To demonstrate the efficiency of Onida’s fully-automatic top-loading washing machine at handling bulk laundry, McCann Erickson created the longest makeshift clothesline that anyone would have ever seen,” said Vineet Mahajan, creative director, Mc Cann Erickson Delhi.
In various parts of the city, the makeshift clothesline stretches between streetlights for several city blocks. The in-between kiosks have the product shot along with the tag-line "When you have lots to wash". “The activity dramatizes the product benefit and conveyes it in a never-seen-before manner. The idea not only saved cost but also reduced spill,” added Mahajan.
Watch the video of the campaign here: