Active Wheel: Lo Kar Lo Baat

This case study describes how Active Wheel, a challenger detergent brand in northern India, created a free phone call platform for families of migrant workers to encourage users of other brands to switch to Active Wheel.

Active Wheel: Lo Kar Lo Baat

Priya Shetty and Shevaita Handoo

Campaign details

Brand: Active WheelBrand owner: Hindustan Unilever LimitedAgency: PHD IndiaContributing agencies: OzonetelCountry: IndiaIndustry: Cleaners & detergentsChannels used: Mobile & apps, Packaging & design, Word of mouth, advocacyMedia budget: Up to $500k

Executive Summary

Origin

Active Wheel is a strong challenger detergent brand in the markets of UtarPradesh and Bihar provinces in India. They wanted to undertake an initiative planned for Bihar specifically. Since the category that Wheel operates in is 100% penetrated, the...

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