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...