Penetration of Fabric Conditioners is just 13% in India. The main barrier was that the consumers did not feel the need to use one. She saw no benefit in using the category. Comfort Fabric Conditioner was relaunched with the promise of ‘daylong freshness.’ Our goal was to drive awareness and credibility of the new proposition

The promise of daylong freshness is tenable because Comfort contains “Fragrance Pearls”. They penetrate the fabric and release a refreshing fragrance throughout the day. While this would visually look very grand in a TVC, believability was an issue.

We collaborated with Deccan Chronicle, the largest English daily in our key market Hyderabad. A Comfort treated piece of satin fabric with the print ad was manually affixed onto the newspaper and our innovative idea was dispatched from the press into the hands of our audience.

Through the day, our audience could experience the freshness of Comfort. This further cemented our proposition of “ALL DAY FRESHNESS”.