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After Maggie, Ariel takes you to nostalgia with ‘My Story, My Ariel’ campaign

Ariel has launched its biggest consumer engagement programme, conceptualised by Saatchi & Saatchi

BestMediaInfo Bureau | Delhi | August 1, 2012

Ariel, P&G’s leading detergent brand in India, has launched its biggest ever consumer engagement programme, ‘My Story, My Ariel’ that aims to make Ariel a lovemark for Indian women. Conceptualised 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.

The two TVCs, Baby Blanket and Lucky Tee, celebrate the fact that certain people have memories attached with a piece of cloth.

Talking on the inception of the idea, Mithun Mirji, Regional Creative Director, Saatchi & Saatchi, said, “This idea is very close to my heart. It is so intuitive - each one of us has clothes, no matter how 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 said, “Some garments have a story to tell. That is 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 campaign and Print campaign captures 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, 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 owner & Ariel’s role in keeping those clothes special, the campaign has resulted in high engagement and recall across touch points.”

The TVCs:




Chief Creative Office: 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


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