The idea was relevant as it was based on a behavioural insight wherein, people usually reach for a coin as the most common way to scratch out a lucky offer promo, and the cheapest denomination of loose change usually available at hand is a One Rupee coinThe idea was to use the commonly used method of scratching out a lucky draw swatch – a one rupee coin – which was our price point to scratch out a stain that left behind nothing at all, except pristine clean clothes and that at a cheap cost.

The interactive posters created a great level of engagement with the target group. It led to Nirma being a top of mind brand with regards to brand recall in the category with the new benefit. Nirma Colour guard recorded a 7% increase in sales while other branches of Nirma products also saw a slight spill over as well.