Hindustan Unilever Active Wheel: Rural missed call campaign

This case study describes a campaign by Active Wheel, a laundry detergent brand owned by Hindustan Unilever, which used mobile to access rural consumers in India.

Hindustan Unilever Active Wheel: Rural missed call campaign

netCORE Solutions

Entry Information

Country where program ran: IndiaProgram start date: 12/09/11Program end date: 07/31/13Advertiser/Client Name: HUL Active WheelProduct/Service Description: This campaign provided a means of entertainment for the consumer and a means of communication for the brand. The target audience resided in rural, media-dark regions and the brand had no means of reaching them. Mobile was used to communicate with this audience and promote the brand.Category: Consumer Products (CP)

Strategy

Business problem

Active Wheel conducted on-ground activations to reach media-dark...

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