We know that nothing is believable until it is experienced. Daylong freshness is difficult to demonstrate unless the consumer has the fabric with her. So we made sure she got it.

We used the newspaper to send the fabric to her. As the newspaper is in the house throughout the day, it would remind consumers to smell it anytime to experience daylong freshness.

For the first time ever, the front page of the newspaper carried a Comfort treated cloth affixed onto it.

Yes, in the past, we have seen perfumed infused newspapers demonstrating brand claims. However, we did not do that. We did not spray the newspaper with Comfort perfume. Instead, a piece of Comfort treated satin fabric was manually affixed onto the newspaper.

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”.

There were notable improvement in brand sales

• 23% uplift in volumes

• +230 basis points uplift in brand penetration