A recent print ad from Procter&Gamble's detergent brand Ariel had a grammatical error. The ad with the error was published in The Mumbai Mirror on June 2 first and later on June 11. The issue was raised on Twitter in a cheeky post by brand strategist and former adman MG Parameswaran (Ambi), who is also the founder of Brand-Building.com. P&G later published a corrected version of the same creative in the Hindustan Times on June 15.
@ProcterGamble Is this correct English? '....from 1 wash'? @SanjeevKapoor Did you cook this headline? @SanSip @suman7 @WiseCowboy @nairsameer @AnantRangaswami @ndcnn @rameshnarayan Views? pic.twitter.com/zfvf1d3G0O— Ambi Parameswaran (@ambimgp) June 2, 2019
The copy of the erroneous ads read - "Removes Tough Stains from 1 Wash." The corrected ad copy, which was later published, reads - "Removes Tough Stains in 1 Wash."
The matter was discussed online among folks from the marcom industry too.
The cause and effect of the events cannot be confirmed. However, assuming the social media discussion is what led to the change, it would not have been possible years back when such a medium didn't exist. The error in a print media ad was highlighted on a social media channel; it was heard on this digital medium and then rectified on the traditional medium. Now that's a full circle.
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