Washing powders industry is grooming worldwide.

1. Washing
Powder
Brands Arena

2. Ariel
Communication Approach
Using Wasim Akram as model for
urban women
Comparing Ariel with anonymous
renowned washing powder brand
TV Frequency
Very High
OOH
Major Cities
Psychological Effect
Negative

3. Brite
Communication Approach
Emphasizing “Stain Magnets” with a
female model to urban housewives
Claiming “No stain can get away”
TV Frequency
Medium
OOH
Some Cities
Psychological Effect
Positive

4. Bonus
Communication Approach
Emphasizing “Cleaning Enzymes”
and “Better Cleanliness than Soap”
Comparing Bonus with soap
category
Using Shaan and Asad in
commercials
TV Frequency
High
OOH
Major Cities
Psychological Effect
Very Positive

5. Rin
Communication Approach
Emphasizing “Whiteness” and
“Removing Yellowness”
TV Frequency
Medium
OOH
Some Cities
Psychological Effect
Positive

6. Surf Excel
Communication Approach
Emphasizing “Stains are good in life”
in dramatic manner by an urban
family
TV Frequency
High
OOH
Major Cities
Psychological Effect
Very Positive

7. Discussion
Q: Is this presentation an example of
content-advertising?
A: It is a communication discussion
shared under Common Creatives
license. Readers must know joy of
advertising and augment the ideas
for their favorite brands.
Q: Can any washing powder brand
criticize this presentation?
A: Genuine criticism is healthy and
welcome.
Q: Can a model work for two brands
under same category?
A: Psychologically not desirable.
Sajid Imtiaz
Expert Member, CDKN
Member, Pakistan Society of Criminology
Member, Harvard Business Review
Member, Advertising Age
Economic Advisor shortlisted, British High
Commission Islamabad
Feedback:
daily10minutespakistan@gmail.com
Sajid Imtiaz