hello!
Come out and play.
Henko, a leading Indian detergent company, wanted to target the young, socially aware professionals of India, who live alone and do their own chores. Reaching these consumers demanded fresh ideas that would create a buzz and thus induce trials. A youth-friendly idea with a powerful social message was developed. Illustrated t-shirts stained with special inks were sent to a database of young corporates along with a sachet of Henko. Upon washing the t-shirt, colours washed away, strengthening the cause of blotting out various social ills.
Conceptualised by a colleague and myself and beautifully illustrated by another work colleague, Blot Out was shortlisted for an award in the Direct Mailer category at the Goa Ad Fest, 2010.
LOGO VARIATIONS
The two o's of the logo were altered slightly to depict the cause that was being addressed.
BEFORE HOPPING-INTO-THE-SHOWER
AFTER HOPPING-INTO-THE-SHOWER CLOTHED
