Customers are known to enquire to store owners about clothes’ colour sensitiveness at the time of buying them. And it also influences their buying decisions.Nirma washing powder has a legacy of keeping clothes white and clean and is one of India’s most trusted detergent brands. It wanted to advertise its Colour Guard technology that protects colours and keeps them intact.The idea came from the point of purchase itself – the clothes store. Where one generally finds a range of apparel neatly arranged with price tags. We introduced along with the mandatory tags, our brand tag. Which clearly put shoppers at ease about the colour of clothes. The line on it read, ‘Keep these colours intact forever.’These low-cost tags were attached to colourful clothes mainly in the women’s and kid’s section of various stores across cities.

The message was loud and clear upfront. The product was also strategically made readily available close to most activity touch points. This reflected in the first quarter sales that were reported quite healthy. All in all, the activity was equally effective for the client communication-wise. For, the message was spot on, it hammered the nail at the right place, right time. And of course, that the activity was implemented on an absolutely minimal budget.