But here's what's really interesting: billed as the `Vote campaign', the creative for the campaign came from Saatchi & Saatchi and not Chaitra Leo Burnett, who has been handling the account for the last ten years. That is because, as part of a global realignment of accounts, the entire ad-account of Ariel will be shifting from Chaitra Leo Burnett to Saatchi & Saatchi very soon-``by the next millennium''.

Says Sanjana Shirke, account manager, Saatchi & Saatchi: ``We created the `vote campaign' without even an ad-brief. As P&G liked our idea, we proceeded with the ad that has become quite popular within a week. Infact, it has helped us build the equity of the brand within a short span of time.''It was in August 1999 that P&G launched New Ariel Power Compact in the Rs 5,300-crore Indian detergents market. According to a spokesperson from P&G, the new product has a new revolutionary ingredient called `smart eyes' which detects, attacks and removes all types of stains. ``With `smart eyes' you need not use a bar or a brush, as all the cleaning happens in the soak itself. This is the USP of our product,'' explains the spokesperson.

Highlighting this aspect, P&G kicked off a nationwide multi-media campaign to coincide with the product launch. Designed by Chaitra Leo Burnett, the August launch campaign (distinct from the voter campaign in September) included a series of press advertisements and a 45-second television commercial. The product campaign was targeted at all households who look for superior detergents. Featuring a modern hausfrau, the TVC communicates the benefits of the new product on the small screen. ``Whenyou do reading, knitting or stitching, Ariel Power Compact gives you superior cleaning'' recommends the voiceover.

According to the P&G spokesperson, the product was launched after carrying out market surveys across the country. ``Studies show that housewives spend about two to three hours a day in doing the laundry. Our new product will considerably lighten the drudgery that is normally associated with washing clothes,'' explains the spokesperson.

Currently, the brand enjoys a 10 per cent market share in the multi-crore Indian detergents market. To push the product, the P&G spokesperson says: ``We have developed a new advertising campaign that talks about how you get can great cleaning without using a brush or a bar. We are also teaching consumers the new wash habits, so they can get the most out of their investment in our product.''

Will the new product cannibalise sales of Ariel detergent bars through better performance? No, insists the P&G spokesman, the new product will not replace Ariel bar.``That continues to sell for those people, who, for some reason, would still want to use a bar.'' Er, right.