Clothesline
Onida - Washing Machine
Issue 24 | September 2012
Agency
McCann Worldgroup India
Creative Team
Chief Creative Officer: Prasoon Joshi Executive Creative Director: Ashish Chakravarty Creative Director: Vineet Mahajan Copywriter: Varun Katyal Art Director: Arnab Boswas/Vineet Mahajan
Production Team
Ankur Mondal
Date
2012
Background
Washing machines is a crowded category in India. Product differentiation is hard to come by. However, Onida’s big difference was that being a top-loading machine it could take a larger wash.
Idea
In India, almost everybody dries their laundry outside on makeshift clotheslines. So the creative idea was simply to make the longest clothesline in history. It stretched across several city blocks. The small kiosks inbetween showed the product along with the line, ‘When you have lots to wash’.
Results
There was media coverage and buzz online, which together helped increase sales by 16% against the figures for the same period the year before.
The campaign idea is now being unrolled in other cities across India.
Our Thoughts
I love the way the poster has climbed down from its rectangles and become a part of everyday life. It has also changed its name to ‘ambient’. But outdoor has become one of the most interesting advertising categories. The danger is that there becomes too much dimensional spam.