People Insight:
Ironing clothes in India is a chore that is taken very seriously. For the working class population, it is all about ensuring that the clothes have the right creases, especially the trousers (obviously, from a time when trousers had pleats and creases).
The Creative Concept:
Pressing on the insight, with a trace of clever humour, we used the natural fold of the newspaper to good effect. The ad became a talking point amongst audiences and award juries alike, winning the Silver Trophy for Best Print Ad at India’s national advertising fest – ABBYs.
