In India, people still prefer to use old rags or cloths to clean their kitchen spills. This is not only unsanitary but also unhygienic. The masses believe that cloth is far more absorbent than tissues, which is untrue.

To highlight the super absorbent benefit, we created a campaign that consisted of animal origami figures next to liquid spills in kitchens. The idea behind it being that Premier Kitchen Tissues clean up spills just like the animal would lick them clean.

The campaign was highly successful. Not only did we manage to help Premier Kitchen Tissues get noticed in a relatively dead market, we also managed to make kitchen tissues a household feature. Apart from that, sales saw a rise of 12%.