The brief for 3M Car Care came with an added expectation of nudging people to buy their products. To do so, we described the technical aspects without dumbing it down or adding excessive information.
From a copy standpoint, we had to draw analogies to car driving, mention the benefit clearly, and research what others in the same industry were doing. As for design, we not only had to depict the working of cars in some instances, we also had to adhere to the elaborate style guidelines of 3M.
The aim of this campaign was to explain to truck drivers and fleet owners the benefits of cleaning their engine with DFSC.
To achieve this, we distilled the key points into a clear, clever, and crisp tagline in Hindi. Given the price-sensitive target audience, we reinforced the tagline by putting a number to the money DFSC could help them save. Finally, we backed all this by selecting the right photo and putting it all in an effective design.