Ariel: My story, my Ariel
Deepak SonparMediacom
Campaign details
Brand owner: Procter & GambleAgency: MediacomBrand: ArielCountry: IndiaIndustry: Cleaners, detergents, air careMedia budget (USD): $1 - $3 millionChannels used: Branded content, Internet - display, Internet - general, Internet - search, Magazines - consumer, Mobile and apps, Newspapers, Online video, Public relations, Social media, Television, Word of mouth and viral
Executive summary
In India, Procter and Gamble's laundry brand, Ariel, needed to strengthen its brand equity and gain market share. This case study describes how the brand launched...