Procter and Gamble Home Products has unveiled a new ad campaign, called Magic Moments, for its detergent brand, Advanced Ariel Compact.
The Magic Moments ad communicates to housewives and mothers that the detergent washes away stains in its first wash, as against three washes with other ordinary detergents. The ad shows the intimate bond between mother and son, and draws attention to the first wash stain removal in daily laundry.
P&G had developed advertising campaigns after extensive consumer research. The Magic Moments copy was created by ad agency Saatchi & Saatchi and is being aired on all the frontline TV channels.