Welspun launches national 3D campaign for its new Quick Dry Towels

Welspun, a global leader in home textiles, has launched a fresh and creative national 3D campaign for its Quick Dry Towels.

With the tagline, ‘Jaldi Sukhe, Jaldi Sukhaye’, Welspun’s new collection is aimed at their Indian customers who look for value and quality above everything else. Not only are their range of quick dry towels made of 100% cotton, they also have a color-lock technology to prevent any color-fading.

Welspun’s innovative 3d by OAP emphasizes its drying process by positioning a fan behind the towels to attract the attention of ‘on-the-go’ consumers. Rather than a conventional method where the towel is placed indoors or outdoors to dry, their creative depicts blue backdrop rays emerging from the fan, along with heat waves connected on both sides, to create an efficient and effortless drying procedure. Thus, Welspun’s underlying technology is strikingly highlighted to vividly demonstrate how quickly their towel material dries.

Welspun also makes an effective use of color and placement. Their ad stands out with a bright blue background and is placed in an otherwise-empty location, ensuring that it is the sole recipient of viewers’ attention.

Manjari Upadhye, CEO, Welspun Domestic Business, said, “Quick Dry is a unique feature that Welspun towels offer, and it was important that the outdoor creative brought alive that benefit in a simple and attention-catching way. OAP has brought this alive well, and we believe this campaign would make the brand memorable in the consumers’ minds”.

James Varghese, COO-BTL, OAP, India’s leading Out Of Home Media Specialist, added, “The idea behind the campaign was to push our creative boundaries and bring out choice and value. The innovative phrase ‘Jaldi Sukhe, Jaldi Sukhaye’ caters to today’s consumers searching for quick cures even in home décor, and we want to carve out a position in that competitive field.”

Welspun’s national campaign has been launched across multiple out-of-home media outlets in Mumbai, Pune, Delhi, Kolkata, Chennai, Ahmedabad, Bangalore, Cochin, and other metro cities.