An additional tag was attached to clothes in select stores and malls along with the price and fabric care tags. It advertised Nirma Detergent’s Colour Guard variant along with the assurance that colours on the garment will always remain the same if washed with Nirma Detergent.It was a single minded approach that communicated the point upfront via this small innovative medium. The various outlay channels included outlets, both stand-alone and in big malls across towns and cities of India. It worked beautifully even within the confines of a single store. Where the impact was maximised owing to the fact that one saw various colourful Nirma Detergent Colour Guard tags around the store.

It generated lot of buzz around malls and stores. Shoppers enquired whether the product was available anywhere around. Some even carried the tag to supermarkets for reference.The primary goal of this activity was to promote the property in a cost-effective manner and reach as many shoppers as possible. While it surpassed this by large numbers, it also pushed sales.The first quarter sales reported growth (6.2% which is considered pretty good considering the competition). The activity was equally effective for the client communication wise. The message was spot on, it hammered the nail at the right place, right time.