Mumbai: Welspun a renowned global leader in home textiles, has launched a fresh and innovative national 3D campaign for its new Quick Dry Towels. The collection has an apt tagline - Jaldi Sukhe, Jaldi Sukhaye - and is aimed at today's aspiring Indians seeking value and quality. The range of Quick Dry Towels is made of 100 per cent cotton, is long-lasting and has a colour-lock technology to prevent colour fading. The national campaign has been launched across various out-of-home media outlets in Mumbai, Pune, Delhi, Kolkata, Chennai, Ahmedabad, Bangalore, Cochin and other metro cities.

The creative 3D by OAP highlights the quick and efficient drying process by positioning a fan behind the towels to attract the attention of the 'on-the-go' consumer. Welspun, known for its inventive thinking, highlights numerous crucial components through its 3D visualizations. Instead of the traditional drying procedure of being placed either indoors or outdoors, the creative showcases the blue backdrop rays emerging from the fan to create an efficient drying process. The branding 'quick dry' is applied on the fan, aesthetically illustrating the underlying technology. Heat waves connected on both sides of the fan are additional features to demonstrate how quickly the towel material dries.

Welspun Domestic Business CEO Manjari Upadhye said, “Quick Dry is a unique feature that Welspun towels offer and it was important that the outdoor creative brought alive that benefit in a simple and attention-catching way. OAP has brought this alive well, and we believe this campaign would make the brand memorable in the consumers’ minds”

India’s leading home media specialist COO-BTL, OAP James Varghese stated, "The idea behind the campaign was to push our creative boundaries and bring out choice and value. The innovative phrase 'Jaldi Sukhe..Jaldi Sukhaye' caters to today's consumers searching for quick cures even in home décor, and we want to carve out a position in that competitive field."