Before Hopping Into The ShowerAfter Hopping Into The Shower ClothedClick To EnlargeHenko, a leading Indian detergent company, wanted to target the young, socially aware professionals of India, who live alone and do their own chores. Reaching these consumers demanded fresh ideas that would create a buzz and thus induce trials. A youth-friendly idea with a powerful social message was developed. Illustrated t-shirts stained with special inks were sent to a database of young corporates along with a sachet of Henko. Upon washing the t-shirt, colours washed away, strengthening the cause of blotting out various social ills. -Via Moksha Carambiah


Such a fresh and powerful concept! So beautifully illustrated too. Its a great way to combine design, utility and fashion to bring awareness to social causes that so badly need our immediate attention.