P&G Rolls Out Magic Moments To Promote Advanced Ariel Compact

Mumbai: | Updated: Dec 23 2002, 05:30am hrs
As part of its marketing strategy, Procter and Gamble Home Products (PGHP) has rolled out a new advertising campaign titled Magic Moments to promote its detergent brandAdvanced Ariel Compact. After extensive consumer research, P&G has developed this new advertising campaign which is primarily targeted at housewives across the nation, according to the company.

On P&Gs new ad campaign, says P&G country manager (marketing) Rahul Malhotra: Our new communication addresses the common concern that mothers and housewives have of keeping clothes stain free.

The Magic Moments copy has been created by Saatchi & Saatchi.

Currently the new ad campaign is being aired on popular television channels and in select cinemas to reach both the urban and semi-urban markets.

According to Saatchi & Saatchi associate account director Hinoti Joshi: After developing the advertisement, we went back to mothers to get their feedback before airing it. The advertisement thus strikes an emotional chord with viewers.

At present, P&Gs portfolio in India includes, Tide, Pantene, Head & Shoulders and Ariel Compact.