Dreft is priced two to three times higher than regular detergents like Ariel, so its audience isn’t looking for just clean clothes — they want long-lasting care. These are thoughtful, discerning consumers who understand that quality garments deserve more than harsh powders. The true value of Dreft lies in its ability to gently protect delicate fabrics, helping clothes retain their shape and color even after repeated washing. We realized that to make this message credible, we needed a public figure who not only embodied sophistication but also had a long-standing reputation for elegance, intelligence, and personal consistency — someone whose appearance, like Dreft-treated clothing, never seems to fade or change.

We developed the "Shape Expert" concept — positioning Dreft as the trusted detergent for preserving the shape and quality of delicate garments. To bring this idea to life, we chose Nargiz Jalilova, one of Azerbaijan’s most respected TV personalities, known for her elegant style and never-changing appearance.

In the TVC, Nargiz addresses the camera directly, reflecting on how time leaves its mark on everything — and how she’s learned to prevent it when it comes to her appearance. Now, she says, she’s found the same kind of protection for her clothes: Dreft. With confidence and grace, she introduces Dreft as her solution to keeping garments in good shape and vibrant color. The film ends with her signature line: “We (Nargiz and Dreft) know well the secret of staying in good shape.”

The campaign extended beyond TV with a dedicated website featuring short clips where Nargiz explained Dreft’s benefits, and an interactive banner ad that visually demonstrated how Dreft preserves fabric better than regular detergents. This integrated approach made Dreft’s message clear, credible, and emotionally resonant across platforms.