The challenge was to communicate Onida
fully-automatic top-loading washing machine handles the maximum wash load in its category.
In India people dry laundry outside their homes on makeshift clotheslines. Joint families (extended family consisting of many generations under the same roof) have bulk laundry and one can see makeshift clotheslines dangling from windows, balconies and parapets of terraces in and around all residential colonies. To demonstrate the efficiency of Onida fully-automatic top-loading washing machine at handling bulk laundry, we created the longest makeshift clothesline that anyone would have ever seen. In various parts of the city, our makeshift clothesline stretched between streetlights for several city blocks. The in-between kiosks had the product shot along with the line "When you have lots to wash". The activity dramatised the product benefit and conveyed it in a never-seen-before manner.