P&G

Zara Nadeem Ali, Director
Amna Shaikh, Senior Brand Manager
Tania Bhurgri, Senior Brand Manager
Maham Hasnain, Media Manager
Ovais Yousuf, Senior Director
Raza Ayoub, Senior Media Planner

Adcom Pvt. Ltd. *Lead Agency

Mujtaba Mirza, Associate account director
Sarah Moquim, Executive creative director
Yasser Shah, Creative Director
Ayesha Farid, Head Of Strategy
Raj Kheraj, Digital & UX Manager
Ali Malik, Associate Director Strategy
sameer Ali, Associate creative director
Saad Shamim, Creative Director - Design
Muhammad Arif, Art Director
Zeeshan Jillani, Creative Director

Driving growth via consumer switching in detergents is challenging. Consumers have a laundry experience preference making switching unlikely. We identified a niche of freshness seekers- a segment that considers clean and fresh as the base benefits of post-wash fragrance. Ariel TOD came with differentiated formula providing a fragrance preferred by consumers during a 24h test post-wash giving benefit of 2-in-1. It serves as a strong marketing effectiveness case because it grew the Ariel franchise through a new need and established them in a novel benefit space.