Having zeroed in on our USP, we set out to understand the finer nuances of the category. We found out that people dry laundry outside their homes on makeshift clotheslines, dangling from windows, balconies and parapets of terraces. Therefore, we created the longest makeshift clothesline that anyone would ever have seen. In various parts of the city, our makeshift clothesline stretched between streetlights for several city blocks. The in-between kiosks had the product shot along with the line "When you have lots to wash." The activity dramatised the product benefit and conveyed it in a unique manner.

The activation got noticed and was reported in several media. It created considerable buzz and increased the footfalls in all Onida showrooms. Soon customers started asking questions about washing machine and its capacity. And this had a direct effect on the sales curve. As compared to last year’s figures, the sales increased by 16%. The event was so successful that now the client has decided to take this promotion to various other parts of India.