Hindustan Unilever: Lo Kar Lo Baat

This case study describes how Indian detergent brand Active Wheel used a Voice Recognition-enabled Interactive Voice Response, to target the wives of migrant workers and relaunch the brand.

Hindustan Unilever: Lo Kar Lo Baat

Brand: Hindustan Unilever Agency: PHD India

The Summary Statement

In H2 of 2014, sales of Indian laundry brand Active Wheel had declined by 5.3%. 2015's task was to reconnect with Indian housewives, deliver the message that the product had changed formulation and regain top of mind awareness in a noisy and crowded category.

Campaign Strategy

With Active Wheel consumers being couples who are living apart and are consumed by the daily grind of making ends meet, we saw the opportunity to go beyond just delivering clean, fragrant clothes to give them...

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