Ariel has launched what is billed as its 'biggest ever' consumer engagement programme, 'My Story, My Ariel'. The campaign promoting it created by Saatchi & Saatchi launched on 1 July 2012.
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The duration of the initiative is six weeks. Consumers have been invited to share their 'garment' stories via the Ariel India Facebook page and P&G Ariel website; the other two mediums are a toll free number and drop boxes at Reliance Fresh stores.
While what the entire campaign leads up to is said to be confidential, there will be a reward programme for entrants in the form of Ariel hampers and a few selected entries being published.
The programme started with digital, and was followed by other mediums. The campaign thought is a creative interpretation of what the initiative is about - about people displaying their favourite item of clothing, and explaining why it plays a special role in their lives.
Mithun Mirji, regional creative director, Saatchi & Saatchi, said, “This idea 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.”
Ramanuj Shastry, chief creative officer, Saatchi & Saatchi, said, “Some garments have a story to tell… that’s why they’re 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.”
Vidya Murthy, brand manager fabric and home care, P&G, said, “Over the years people have trusted Ariel and 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 owners and Ariel’s role in keeping those clothes special, the campaign has resulted in high engagement and recall across touch points.”
Advertiser: P&G (Ariel)
Advert Titles: Baby Blanket and Lucky Tee
Creative agency: Saatchi & Saatchi India
Chief creative officer: Ramanuj Shastry
Creative team: Ashutosh Karkhanis, Mithun Mirji, Vihar Patkar, Rahul Jagtap
Account management: Priyanka Chatterjee, Diana Wadia, Alolika Mazumder
Agency producer (for TVCs): Anuj Alia
Production house (TVCs): Milestone films
Director (TVCs): Vishal Mangalorkar
Production house (Digital films): Saatchi&Saatchi
Director (Digital films): Anuj Alia