CLIENT
P&G (
Khurram Kidwai, Commercial Director – Household Care
Jaffar Hashim, Brand Director - Fabric Care
Tania Bhurgri, Senior Brand Manager
Syed Mohammad Ashraf, Senior Brand Manager
Muhammad Osama, Brand Manager
Jahanzeb Khalid, Media director
Rabia Nabeel, Analytics and Insights Director
AGENCY
Muhammad Sami, Account Director
Mujtaba Mirza, Senior Account Manager
Sarah Moquim, Executive creative director
Yasser Shah, Creative Director
Faraz Shamshad, Associate creative director
shayan moin, Senior Manager - Digital
Ali Malik, Associate Director Strategy
Ayesha Farid, Head Of Strategy
Starcom Media Vest
Sameet Jivani, Senior Media Planner
Symmetry Group
Uzair Ahmed, CEO
Urooj Vohra, Manager Strategy & Planning
SUMMARY
Converting users in a segment where the market leader has
significant equity and first-mover advantage is extremely challenging and takes
years. Surf Excel Matic had hegemony in the machine wash segment with a
first-mover advantage with leading market share and multiple offerings.
By
leveraging a moment of truth of washing machine buyers and credentials from top
washing machine manufacturers - #1 recommended for their machines, we were
successful in growing value share +4 points, consideration +35 points, Trial +9
points within key SEC-A segment
