Relaunch of Knorr soups in India

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit

Campaign Details

Advertiser: Unilever India (Hindustan Unilever)
Brand: Knorr
Campaign duration: July 2009 - January 2010
Campaign objective: Change brand image; brand relaunch
Country: India
Media budget (USD): $250,001 - $1million
Media used: Email marketing, In-store, Internet display, Magazines (consumers), Magazines (trade), Television (broadcast), Mobile, Newspapers (national), Newspapers (local), Online video, Out of home (all forms), Packaging, Public relations, Product development, Product placement, Sales promotion, Sponsorship (event or property), Sponsorship (media),

Executive Summary