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P&G ties soap ad to Indian elections

Published on .

BOMBAY--Procter & Gamble Co. is milking the ongoing national elections here with a print ad for New Ariel Power Compact detergent. Thead shows a voter's index finger marked with the well-known ink placedon voters' hands after they have cast their ballots. The copy reads:"Probably, this is the only stain that we respect." The ad was created by Saatchi & Saatchi after a global realignment moved the account away from Chaitra Leo Burnett Co.

The agency claims the ad has received huge feedback. New Ariel PowerCompact was launched a few months ago and contains an ingredient it calls "smart eyes," which eliminates the need for scrubbing or manual work to remove stains.

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