Without big TV advertising budgets, advertisers are turning to branded content.

Product placement in existing TV programs is the most common.

With this old method, brands are often ignored or unable to engage the audience.

Champion Infinity is a local detergent brand. It has advanced anti-stain formulation that's scientifically proven

to remove the toughest stains in seconds. Without the big advertising budget of multinational brands

like P& G, it created a challenge in Mega Young Designers Competition All Stars, the country’s longest running

fashion reality TV show.

To draw interest into the challenge, we asked the fashion designers to do something crazy with their creation---

stain them. Haute couture creations were soaked in coffee or, slathered with chocolate, smeared with ketchup

to create prints and patterns.

New Champion Infinity Detergent to erase mistakes, and clean up their designs in seconds.

After two days, the young designers presented their creations to the fashion jury. One young designer emerged

as the winner of the challenge.

His winning creation was featured in the centerfold of Mega Magazine, the country’s leading fashion magazine

and print ads in major dailies.

Praised by the fashion community as the most daunting in the history of the fashion reality show,

the challenge was a defining moment for the power of New Champion Infinity against stains.