Zzoop Karo

Rose Petal’s Zzoop kitchen towels are super absorbent, so absorbent that they can in fact absorb oil from fried foods equivalent to 260 calories. Armed with this eye-opening product insight we paired it with a consumer habit of high consumption of fried food in Ramazan. The campaign communicated the benefit in a simple and direct way, positioning Zzoop as much more than a kitchen staple, effectively increasing both top of mind and consumption. The Pick A Size feature highlighted also helped consumers taper their usage according to their needs.