Clean Changes Everything

Client

Scotch Brite

Industry

Home Goods

The Problem

In India, old t-shirts and worn-out clothes are commonly repurposed as primary cleaning tools, with people upcycling them for everyday use.
Meanwhile, newer brands like Gala had entered the market, offering similar products at a lower price point. The category itself was largely unorganized, making it challenging for brands to stand out.

The Ask

Scotch-Brite India aimed to urge people to ditch the ‘great Indian pocha’ and encourage people to switch to their more effective and hygienic Sponge Wipe.

The Campaign

#DontWipeWipeWipeJustSwipe, under the umbrella communication #CleanChangesEverything. We activated influencers, particularly chef and kitchen experts known for their culinary prowess, to lead the campaign. The strategy was split into two phases: a teaser to build intrigue and a reveal that showcased the power of the Scotch-Brite Sponge Wipe. To amplify the campaign, we created eye-catching social media content that engaged audiences and strengthened the message, encouraging them to ditch old cleaning habits for a more effective solution.

The Response

The campaign went wild, hitting a whopping 3M(pun intended :P) reach, and the brand was on cloud nine. The Scotch-Brite Sponge Wipe became such a hit that quick commerce apps couldn’t keep it in stock—restocks were happening almost as fast as people were clicking "buy!" The demand was unreal!