The strategy makers at India's largest fast moving consumer goods company have decided "detergent powders should deliver much more than just clean clothes"
Their new campaigns for Wheel and Rin Advanced have taken detergent powders to the next level.
Wheel: A neatly dressed women-next-door-type housewife walks in to a Post Office. She hesitantly seeks directions to a particular counter and then fills up a money order form addressed to her father back in the village. The detergent logo then morphs to one rupee coins. No non-sense talk about cleaning abilities of the soap.
Message: Buy Wheel detergent powder, save money, send it back home. The more detergent you buy, the more money you can save to send back home.
Rin Advanced: Amitabh Bachchan is chased by little children in a mall. All they are trying is to grab his attention. Easier way to do this: buy Rin Advanced and get coupons that will enable your child to participate in a talent hunt contest.
Message: Buying Rin Advanced can help your son become the next Amitabh Bachchan.
If you thought detergent powders were meant to wash clothes, think again.
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