GAI Power Wash #CleanYourAct
Azhar Corporation Pakistan Limited (ACPL) is a fabric, home and personal care company based in Faisalabad operating since 1979. The company is perhaps best known for its flagship product: Gai Soap, and more recently Gai Banaspati and Hoor Beauty Soap.
We were brought on board by ACPL to execute the launch of its latest offering, ‘Gai Power Wash’: a premium detergent powder priced equal to the top-tier products in its category. They needed a campaign and message that competed with those of international brands.
Competing brands had generations of loyal clientele and the advantage of having been around for much longer. Moreover, the timing for this was prior to Ramzan 2016 when a major competitor, Surf Excel’s wildly successful ‘Madad Eik Ibadat’ campaign came out. What could we do that would make an impact, not just visually but socially too?
Pakistanis are known to be one of the most generous people in the world. In times of national crisis: the people have come together to donate both in cash and kind. However, the condition of donated items is compromised more often than not.
Gai Power Wash set out to change the game and encourage people to donate with dignity. Employing the hashtag ‘#CleanYourAct’, Gai Power Wash through its campaign wanted to educate the masses on how clothing donations should be made.
We joined hands with Donors Forum and SOS Children’s Villages Pakistan to help get our message across. Donors Forum is a small NGO that collects clothes for the less fortunate, and SOS Children’s Villages houses orphaned or abandoned children. We carried out an activity in which we washed, ironed, and then packed clothes before transporting them to SOS Children’s Village Lahore. The two minute-eleven second video that was the end product of this activity was shared on the Gai Power Wash Facebook page on 12th September, 2016- right in time for Eid-ul-Azha.
The #CleanYourAct video reached almost 1 million people, received 162,000 clicks and 6,500 in terms of engagement in less than a month.